How far is it from Disney?

Although the Grand model is no longer a simple list of all business additions, but with Disney set up a cartoon brand image and the business directly to all areas to do multiplication compared to the text/Rongjin Disneyland settled in Shanghai, affecting the nerves of countless people, do not know the moment of the Chen flyover will be how to feel. As we all know, the grand goal is to do a Disney-style interactive entertainment empire. Chen Tianqiao's dream is grand eventually, like the Disney Company, from a simple game content provider and operator, into a cross-media, all-round entertainment industrial empire.　　Now that Disney is siege, when will the grand Disney dream come true? In fact, Shanda has done a good enough job in local internet companies. If a few years ago, the beginning of the acquisition of literature Web site is just a simple acquisition, that from the sneak attack on Sina, its "Disney" ambition has been exposed. At present, Shanda has realized the dream of Chen Tianqiao holding company model. Its grand literary limelight has been on the market, Shanda has been listed, and Shanda has held a wireless music manufacturer and a listed company, the Chinese friend of the century. This grand already has three listed companies, into the literature, music, wireless value-added, games and other fields. In these areas, Shanda not only quickly established their heels, but also has become the industry's Big Mac. More subtly, the grand effort has made it through the entire industrial chain of the game.　　Shanda Literature provides game content, friends of the century to provide game music, Shanda games to create game products, while the subordinate has a special advertising company responsible for the game value-added, distribution platform for their own and other companies game products distribution and promotion. However, do not think that the grand model is the Disney model. Indeed, Disney also has a special cartoon design and content planning agencies to provide content, film companies as the main force, the promotion of these characters and stories, the next marketing department around the film more marketing activities, but this is only the Disney model of the surface link. Disney's deep business logic is the branding of cartoon images. It tries to shape its own cartoon image into a brand, and then use the brand to carry out multi-angle and all-round extension. Mickey Mouse, Donald Duck, Winnie the Pooh, Snow White and other images not only improve Disney's own influence, but also become the community's public brand, but also conducive to the company's other products marketing and promotion. More importantly, Disney can also extend the brand to a variety of high-value-added areas based on the specific effects of the star effect, even forming a wide range of emotional perceptions among the population, resulting in continued buying behavior. At present, Disney has been involved in watches, jewelry, less women, bags, household items, plush toys, electronic products and many other industries, and have achieved great success.　　In this sense, Disney is more like a brand marketing company than just an entertainment company. The opposite view grand, its revenue almost more than 90% are also from the game business. No matter from which point of view, the grand model is more like all resources are for the game business developmentbetter. Although the Grand model is no longer a simple list of all business to do addition, but this with Disney set up a cartoon brand image, and then the use of this brand, the business direct extension to all areas of the multiplication is still not comparable. It does even have the taste of putting the cart before the horse. Disney's experience: The positioning of the group as a teenager, a good cartoon can affect his life, and can be word of mouth, for several generations of continuous impact, to achieve continuous purchase; The focus is the cartoon image, then the story, in the realization of the brand of cartoon image at the same time, to meet people's emotional appeal to the brand, enrich the brand connotation. And the grand main business, located in the industrial chain downstream of the game is only small media, with the field of increasingly fierce competition, users of further diversion, the game is undoubtedly difficult to assume the role of brand image. The literature and music areas that bear the responsibility of brand image in the upper reaches not only face the problem of ambiguous positioning, but even take the form of the right to auction film and television in the most important film and television communication links, and give the most important brand image-building link to others, and to discuss the construction of brand image.　　Speculation stories, speculation activities, fried stars, countless companies have carried out similar attempts, but can achieve "Disney" type of marketing is rare. We wait and see how the Grand Disney Dream will come true.