这几年来，我国的文化产业在国家战略布局的作用之下，尤其是文化部提及的， 文化企业中包含的核心影响力必须要品牌进行延申。所以，国内主要的几大城市开始 大力投资建造或者计划多个公共文化场地和各类剧院，让其变成城市的标杆。华特迪 士尼大剧院是上海最新开业的剧院，坐标上海川沙迪士尼小镇，紧邻上海迪士尼度假 区。从 2016 年 6 月 16 日盛大开幕至今，上映的首部迪士尼舞台音乐剧《狮子王》虽 然取得了一定的成功，但和预期的票房以及市场目标之间仍然存在差距。特别是国内 的各类剧院的竞争都尤为激烈，华特迪士尼大剧院是后面建造的剧院，如何占领市场 份额已变成华特迪士尼大剧院需要处理的重要问题。 本文主要包含了下面几点内容，一、在文献综述阶段，介绍了顾客感知价值理论、 品牌形象理论和整合营销传播理论。二，通过市场调研，了解华特迪士尼大剧院的营 销环境，找出大剧院营销过程中存在的市场目标不清晰、顾客感知价值偏低及品牌传 播薄弱等问题。三，通过大剧院内外部环境分析，根据营销理论与企业在现阶段的营 销问题有效地联系起来，提出方案，把握并突出迪士尼品牌的核心特色，提高顾客感 知价值；充分利用品牌赋予的强大知识产权优势，扩大目标群体；综合品牌营销的办 法和传播途径，结合新媒体时代和大数据的变化，建成以故事为主导的资源平台，实 现大剧院的盈利能力与社会公益性的平衡，使华特迪士尼大剧院成为上海文化的新地 标。 关键词，文化企业；大剧院；品牌；策略III Abstract In recent years, the cultural industry of China has been affected by the strategic layout of the Government. The Ministry of Culture has mentioned that the core influence of cultural enterprises need to be branded and expanded. Therefore, major cities in China have begun to invest in building or planning public cultural venues and theaters, making them new landmarks of the city. Walt Disney Grand Theatre is the latest theater in Shanghai. Located in Disney town ChuanSha and just close to Shanghai Disney Resort. Since June 16, 2016 opening, Walt Disney Grand Theater has released the first musical . It has made some success, but still has a gap with the expectation and its target market goal. Furthermore, due to the concentrated construction of the theaters in China, the competition is fierce. Under this background, as the latter enterer, how to occupy the market share has become Walt Disney Grand Theater the biggest challenge. The main contents of this paper include: first, on the basis of literature review, introduces customer perceived value theory, brand image theory and integrated marketing communication theory. Second, through market research, understand the marketing environment of Walt Disney Grand Theatre, find out the problems of that the target market is not clear, customer perceived value is low, brand communicationis weak, etc. Third, by analysis of the theater’s internal and external environment and according to the marketing theory linked with enterprise’spresent marketing problems, to proposeStrategies: grasp and highlight the characteristics of the core of the Disney brand, enhance customer perceived value; Make full use of the strong intellectual property rights granted by the brand to expand the target group; Combination brand marketing and communication tools, cater to the development of new media and big data, establish a storytelling oriented resources platform, to achieve the balance of profitability and social welfare to make Walt Disney Grand Theatre a new culture landmark of Shanghai. Keywords，Culture Industry; Theater; Brand; Strategies目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract................................................................................................................................III 第 1 章绪论............................................................................................................................1 1.1 选题背景和研究意义................................................................................................1 1.1.1 选题背景 .............................................................................................................1 1.1.2 研究意义 .............................................................................................................2 1.2 国内外研究现状评述................................................................................................3 1.2.1 国外研究现状评述 .............................................................................................3 1.2.2 国内研究现状评述 .............................................................................................4 1.3 研究内容和框架........................................................................................................5 1.4 研究方法....................................................................................................................6 第 2 章理论基础....................................................................................................................8 2.1 顾客感知价值理论....................................................................................................8 2.2 品牌形象理论.........................................................................................................10 2.3 整合营销传播理论..................................................................................................11 第 3 章企业内外部环境分析及营销现状..........................................................................14 3.1 宏观环境分析..........................................................................................................14 3.1.1 政治环境 ...........................................................................................................15 3.1.2 经济环境 ...........................................................................................................16 3.1.3 社会环境 ...........................................................................................................17 3.1.4 科技环境 ...........................................................................................................19 3.2 内部环境分析..........................................................................................................20 3.2.1 企业竞争优势劣势机会和威胁 .......................................................................21 3.3 华特迪士尼大剧院营销现状..................................................................................24 3.3.1 市场调研问卷设计与结果分析 .......................................................................24 3.3.2 问题的提出与分析 ...........................................................................................28第 4 章华特迪士尼大剧院营销策略..................................................................................30 4.1 提高顾客感知价值策略..........................................................................................30 4.1.1 实行感情营销满足顾客情感需求 ...................................................................30 4.1.2 以特色服务增加产品综合价值 .......................................................................31 4.1.3 使产品非核心价值更高 ...................................................................................32 4.2 扩大高校学生市场策略..........................................................................................33 4.2.1 价格策略 ...........................................................................................................34 4.2.2 加大高校学生群体感情体验冲击 ...................................................................35 4.2.3 充分利用文化赋予品牌的附加价值 ...............................................................36 4.3 增强品牌营销传播策略..........................................................................................37 4.3.1 利用新兴媒体传播 ...........................................................................................37 4.3.2 加强企业合作实现借力传播 .................................................