1、TheestablishmentTheestablishmentandand developmentdevelopmentofofTheTheWaltDisneyWaltDisneyCompanyCompanyWho is he?l lHe was born on He was born on December 5,1901 in December 5,1901 in Chicago.Chicago.l lHe was raised on a He was raised on a Midwestern farm.Midwestern farm.l lHe dropped out of high
2、 He dropped out of high school at the age of 17 school at the age of 17 to serve in World War I.to serve in World War I.l lHe went to Hollywood in He went to Hollywood in 1923.With his elder 1923.With his elder brother Roy,he managed brother Roy,he managed to resume cartoon to resume cartoon product
3、ion.production.l lHe created Mickey He created Mickey Mouse in Steamboat Mouse in Steamboat Willie and then became Willie and then became famous in the world.famous in the world.Walt Disney,the founder Walt Disney,the founder of Disney company.of Disney company.1929：foundedbyWaltDisneyandhisbrotherR
4、oyinthe1930sand1940sshortandfull-lengthanimatedcartoonsinthe1950snaturedocumentarieslive-actionfilmtelevisionprograms1955Disneylandand1971WaltDisneyWorld1966declinedafterDisneysdeathinthe1980srevitalizedundernewmanagementTouchstonePicturesHollywoodPicturesAmericanBroadcastingCorporationPixarAnimatio
5、nStudiosMiramaxEntertainmentandSportsProgramingNetworkDisneyDisney CartoonsCartoons Mickey Mouse creating a magical world of cartoon comic animal cartoon character Created in 1928 by Walt Disney and Ub Iwerks Voiced by Walt Disney one of the most recognizable symbols in the worldadventurous,positive
6、quick witsDonald Duck a white anthropomorphic duck with a yellow-orange bill,legs,and feet.He usually wears a sailor shirt,cap,and a red or black bowtie,but no pants(except when he goes swimming).Famous traits：his easily provoked and occasionally explosive temper his identifiable voices Famous cart
7、oon starWinnie the Pooh Winnie the Pooh,the lovable bear whos stuffed with fluff,is also called Pooh.Pooh himself would tell you he is a bear of little brain,but he also has an uncommon,clear-eyed wisdom.His friends;their happiness and feelings are Poohs chief concern,and there is no better friend t
8、han Winnie the Pooh.Pooh endlessly craves honey or a smackerel of whatever little something is at hand to soothe that insatiable rumbly in his tumbly.Famous cartoon starDisney Princess Snow WhiteBelleJasmineArielCinderellaTianaMuLanPocahontasArendelleC ClassicAnimation Snow WhiteSnow White And And T
9、he Seven DwarfsThe Seven Dwarfsthe first full-length animated film with the plot Snow was the prettiest girl in the kingdom.But a jealous queen wanted to put her in jail to hide her beauty.So she ran to the forest home of seven little dwarfs.The lion kingThe lion kingWon two Oscar Awards in 1994.The
10、 musical adapted from it was shown in the Broadway.It is the only cartoon movie which is listed in the ten top-grossing movies in the world so far.Disney began Disney began to cooperate with to cooperate with Pixar inPixar in19911991，who do well in do well in CGICGI（ComputerGenerationImage）animation
11、animation(电脑动画电脑动画).).Incooperationperiod,sixflimsthatmadebyPixarwerereleasedbyDisney,Everyanimationflimwassopopularallacrosstheworld,andbroughthugewealthandthehonoroftheawardsbothforDisneyandPixar.Pixar and Disney had disagreements after Pixar and Disney had disagreements after the production of th
12、e production of Toy Story 2Toy Story 2 in 2004.in 2004.Andtheyweregoingtoterminatedcontractin2006aftertheproductionofCars.ButintheendDisney bought Pixar for about$7.4 Disney bought Pixar for about$7.4 billion(74billion(74亿亿)in an)in an all-stock dealall-stock deal in in 2006.Now Pixar is Disneys Who
13、lly-owned 2006.Now Pixar is Disneys Wholly-owned company(company(全资子公司全资子公司).Andthenthey produced produced more wonderful computer-wonderful computer-animated feature films.animated feature films.20072008The first 3D flim of Pixar2009201220132025/7/11DisneylandDoyouknowhowmanyDisneylandarethereinthe
14、world?2025/7/11SixDisneylandParksandResorts(度假区)LocationCompletedyearthemeparkLosAngeles1955Frontier-landAdventurelandFantasylandTomorrowlandFloridaOrlando1971EpcotAnimalKingdomHollywoodstudioMagicKingdomTokyo1983WorldBazaarAdventurelandWesternlandCritterCountryFantasylandToontownTomorrowlandParis19
15、92MainStreetUSAAdventurelandFantasylandDiscoverylandFrontierlandHongkong2005FantasylandAdventurelandTomorrowlandMainStreetUSAShanghaiunderconstruction2025/7/11Adventureland冒险世界Adventurelandisdesignedtorecreatethefeelofanexotic（异国情调的）tropicalplaceinafar-offregionoftheworld.2025/7/11Fantasyland梦幻王国the
16、areaofDisneylandofwhichWaltDisneysaid,“WhatyoungsterhasnotdreamedofflyingwithPeterPanovermoonlit（月光照耀的）,ortumbling（跌倒）intoAlicesnonsensicalWonderland?InFantasyland,theseclassicstoriesofeveryonesyouthhavebecomerealitiesforyoungstersofallagestoparticipatein.SleepingBeautyCastle睡美人城堡2025/7/11MickeysToo
17、ntown米奇卡通城ThecityisalsohometocartooncharactershousessuchasthehouseofMickeyMouse,MinnieMouseandGoofy,aswellasDonaldDucksboat.2025/7/11Epcot未来世界Theepcotisasciencefictionthemedamusementcenter.itisdividedintotwoparts,oneisthefutureoftheworld,theotheroneisawindowtotheworld.Theformerbranch:Planetexpress,U
18、niverseofEnergy,theland,fantasyworld,voyagetothebottomofthesea,andthefutureoftheworldcomputershow.Windowsoftheworldshowthe11nationalstylelandscape.TheCoreoftheBrandAlthoughWaltDisneyCompanyfromitsinceptionin1928,hasgonethroughnearly80yearsofdevelopment,butthecoreoftheDisneybrandhasalwaysbeennochange
19、BusinessWeek商商业周刊周刊eliminate淘汰淘汰novelty新奇的新奇的community共享共享eternal永恒的；不朽的永恒的；不朽的propaganda宣宣传decency尊重尊重connotation内涵内涵InnovationQualityCommunityStorytellingOptimismDecencyNever-endingDisneybuiltInnovationForallproductsintheDisneybrand,highqualityismustbeguaranteedQualityTheentertainmentDisneycreated
20、canbesharedbyallgenerationsCommunityEachpieceofDisneyproductswilltellastory.EternalstoryalwaysbringsjoyandinspirationStorytellingHope、desireandoptimisticdeterminationOptimismTheChinesetranslatedthisintothegoodfaith”DecencyBrandconnotation:Provideconsumerswiththebestandmostspecialentertainmentexperience.AsLongasthereisimaginationleftintheworld,Disneylandwillneverbecompleted.IthinkwhatIwantDisneylandtobemostofallisahappyplaceaplacewhereadultsandchildrencanexperiencesomeofthewondersoflifetogether.BelowistheDisneybrandinBusinessWeekandInterBrandofthetop100worldbrandvalueinrecentyearsofdata：
