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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
i|Page
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...