The Walt Disney Company
Have you ever heard of the and the series? Have you ever bought any toys or stationery attached with a Disney brand? Or have you ever dreamed of visiting the Disneyland during you childhood? Yes, today, my speech is about the Walt Disney Company.The Walt Disney Company is the largest media conglomerate in the world in terms of revenue.Founded on October 16, 1923, by brothers Walt Disney and Roy Disney as the Disney Brothers Cartoon Studio, the company was reincorporated as Walt Disney Productions, Ltd.in 1929, and became publicly-traded as Walt Disney Productions in 1938.Walt Disney Productions established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel.Taking on its current name in 1986, The Walt Disney Company expanded its existing operations and also started divisions focused upon theatre, radio, publishing, and online media.In addition, it has created new divisions of the company in order to market more mature content than it typically associates with its flagship family-oriented brands.The company is best known for the products of its film studio, the Walt Disney Motion Pictures Group, and today one of the largest and best-known studios in Hollywood.Disney also owns and operates the ABC broadcast television network;cable television networks such as Disney Channel, ESPN, and ABC Family;publishing, merchandising, and theatre divisions;and owns and licenses 11 theme parks around the world.The company has been a component of the Dow Jones Industrial Average since May 6, 1991.An early and well-known cartoon creation of the company, Mickey Mouse, is the official mascot of The Walt Disney Company.Now, you may have a question---how can the Walt Disney Company survive, develop well and finally succeed in its nearly 80 years’ history? I will give you the answer.First of all, its creative staff in early years including its founder Walt Disney has created a lot of well-known cartoon characters, such as Mickey Mouse, Donald Duck, snow white, Pinocchio, Bambi and so forth.Without these characters which made a really hit world-wide that time, there wouldn’t be so many people around the world knowing a company named Disney.So the launch of the impressive and typical cartoon characters must be the first step to success.Then, it adds the many famous cartoon characters to its theme parks, which is also a wise choice to make the parks more attractive.It is estimated that about 70% visitors will go to Disneyland more than once.That means you may be planning you next trip to it even on your plane back to home!In Disneyland, happiness is equal to wealth, and no wonder, such fantastic and charming cartoon characters are one of biggest elements that add the happiness, which also means more profits for the Walt Disney Company.The third step, in my opinion, is quite important.That is Brand Licensing(品牌授权).Through Brand Licensing, Disney has found over 3,000 licensees(授权商)around the whole world and they are all selling various products associated with Disney characters every single day.No doubt, it will bring Disney a very huge profit.The reason for Disney to carry out Brand Licensing is that it believes letting professional companies do professional things and only leaving the brand link which Disney is best at to itself will be more effective and efficient.And the first successful example of brand licensing happened between its founder Walt Disney and a furniture businessman.Not long after Mickey Mouse became famous, a furniture businessman went to visit Walt Disney, and won the right
to print Mickey Mouse on the desks his company produced with 300 dollars.The 300 dollars is the first bill of license fee that Walt Disney received.It was this transaction that gave Disney the idea of brand licensing.The three steps above can guarantee that Disney is becoming a more and more famous and valuable brand.Then, it will attract more qualified staff and licensees to work for Disney.And eventually, it will form a virtuous cycle(良性循环)and succeed as an integrated company.As science and technology are stepping forward very quickly in recent several years, the Walt deanery company has been advancing as well, especially in its animation career.More and more advanced computer animations(电脑动画)are gradually taking the place of traditional hand-draw animations（传统手绘动画）.After 1995, Disney have made more and more trials on computer animation including some quite popular series, for example, Toy Story（玩具总动员）, Finding Nemo（海底总动员）,andCars（汽车总动员）.When I was searching for some information of Disney from the internet several days ago, I found something I want to share with
you.That is about its brand core value.The brand core values of Disney are Innovation, Quality, Community, Storytelling, Optimism and Decency(创新，品质，共享，故事，乐观，尊重).And I think that is not only key to the success of Disney, rather, it is essential to everyone’ development and success at present or in the future.That’s all.Thank you all for listening, and any questions?
除了米老鼠、唐老鸭、白雪公主、睡美人城堡外，这个梦幻“国度”还有啥魔力呢？
1.用创新科技造梦 use creation and technology to make dreams
2.给乐园一张“人性”的脸 human-based management
3.迪斯尼就是一所“大学”tell every and each employee its belief and conviction to make every one qualified
香港迪士尼乐园亏损的主要原因：顾客不足
1.香港迪士尼的先天不足就是，香港是周围地区劳动力价格最高的区域之一，导致运行成本极高，导致票价高，导致顾客
范围窄，把周围广大的低收入群体基本排除在外。
2.香港迪士尼的先天不足之二是，周围游客来去香港不方便，需要护照的麻烦。
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