Marketing Strategic Change in Expansion of Disneyland: Cases Study of Disneyland’s Overseas Expansion in Shanghai

JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL

JÖ NKÖ PING UNIVERSITY

Market ing Str ategic C hange in

Expansion of D isneyland :

Cases Study of Disneyland’s Overseas Expansion in Shanghai

Master Thesis in Business Administration

Author:

Li Zhu & Dan Xu

Tutor:

Tomas Mü

llern

Jö ping

nkö

August 2010

Master Thesis

Acknowledgements

First of all, we would like to take the opportunity to thank our tutor Mr. Tomas Mü

llern.

Thanks to his guidance and valuable suggestions, we correct our mistake on time and finish

our thesis in the end. From the first meeting to the last one, you are always concern us and

the process of our writing. Every time, we handed in chapters, you always provided useful

opinion to let us revise the thesis better and better. We thank you for patient guiding and

providing us a good opportunity in our study to learn more and more.

Secondly, we would like to thank Mr. Zhang and Edward. Thank you for taking time to

find interviewees of our interview. You are busy with your own job, but you still use your

private time to help us. You also share your experience about contacting skills with us.

Last but not the lease, we are thankful to our families and friends who were helping and

supporting us during this writing period.

Li Zhu & Dan Xu

Jö ping University

nkö

2010

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Master Thesis

Master’s Thesis in Business Administration

Title:

Marketing Strategic Change in Expansion of

Disneyland

Authors:

Li Zhu & Dan Xu

Tutor:

Tomas Müllern

Date:

August 2010

Key Words: Theme Park, Disneyland, Marketing Strategy, Strategic Change

Abstract

Problem: The international theme park industry is growing but is also facing a series of

bottleneck problems. Disneyland as one of the most famous theme parks, is trying to expand its kingdom to China. With the success and failure of the three previous oversea Disneyland, marketing strategic changes are becoming crucial and critical in the expansion of...