A Study On Overseas Expansion Route Of Disneyland

The year 1995 when Disneyland first opened in California, USA witnessed a threshold of theme park with an integrated conception. Meanwhile, the era of conventional amusement parks with a simple mix of primary mass mechanical facilities decorated by music, performance as well as exhibition came to an end. From then on, theme park as a carrier for new tour destination configuration has developed globally over the past five decades. According to related statistics, there are over 90 theme parks in America solely, including 40 large-scale ones, and 50 medium-sized ones with annual tourists' volume amount between 500,000 to 1,000,000. In addition, there are 19 modern large-scale theme parks in Europe presently. Nowadays triggered by fast and smooth world economic development and ever-increasing leisure demand of people, large-scale theme parks are competing more and more fiercely. Overseas expansion regarded as a key tactic for their further development, is playing a significant role in brand outputting and market share improving. And Disney land owns representing position and profound influence in this aspect. Therefore, to do research in overseas expansion route of Disneyland is conducive to understanding and grasping future development procedure and tendency towards globalization and internationalization of world large-scale theme parks. And it also serves as a practical guidance for local contemporary theme parks' development in China.From the prospective deduction of company's decision making, this research aims to address why Disney Company decided such expansion route abiding by the rule of Tokyo--Paris--Hong Kong belt for globalization by processing its overseas expansion route and analyzing key strategies that have bearing on such choice. What's more, the research based on the overseas Disneyland project practical operation situation probes into problems and challenges that have existed or will probably be met during the period of overseas expansion, and finally providing inspiration for the development of large-scale theme park in our China.This paper is divided into five parts: Chapter I : Introduction. This chapter provides the necessary theory and discovery method fundament for the entire article. Chapter II: Summary of Disneyland's overseas expansion route. Based on review of birth and current development of local Disney lands in America, this chapter expatiates its overseas expansion route's evolution procedure, grasps its characters and discusses its influence in the macroscopic formation. Chapter III: Analysis of Disneyland's overseas expansion tactics and market benefit. Firstly, this chapter strives to analyze and compare the key tactics, address orientation tactics and marking tactics that have bearing on such route decision-making. Then, it reveals overseas Disney lands' current development situation and foresees its potential and future trend by emphasizing research on Tokyo Disneyland. ChapterIV: Analysis of problems and reasons for Disneyland in the process of overseas expansion. This chapter aims to find out problems during Disneyland's overseas expansion; especially the problems emerged in investment, theme design, operation and management, and discover its relevant reasons and challenges. Chapter V: Enlightenment of Disneyland's overseas expansion strategy and prospect of the research. This chapter strives to offer practical inspiration for the development of our local large-scale theme parks in China by focusing on the research of strategy of theme park site choosing, marketing and culture outputting. Finally, this chapter sums up drawbacks and prospect of the research in my article.