The Study on Business Model of Walt Disney Company: A View from Animation Business

• Main Authors: Po-Yu Fan, 范博毓
• Other Authors: 江炯聰
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/62569210255459740778

碩士 === 國立臺灣大學 === 商學研究所 === 94 === The growth of animation industry is pretty high recently, especially for the production value of computer animation. American animation industry attracts the consumers by collocating with Hollywood movie production. The animated film is always on the list of top 10 films during 2001 to 2005. Nevertheless, now the animated film produced by Disney doesn’t earn the reputation as before, and it cannot hit on the list of top 10 films. Disney depends on the popular animated film co-produced by Disney and Pixar to support the past great achievement. Disney still influences some aspects, such as entertainment and media, because of the existence of animation. This research explains the success of Disney in the past few years and the unsteadiness in the recent time by understanding the development and business model of Disney. The research demonstrates that the business model of Disney origins from distinct target customers and value proposition. Disney targets child as its main customer and enlarge the business into the home entertainment. The value proposition of Disney, which is to provide the product and service suitable for the whole family, is established as well. All of its product and service contribute to create joyful experience. And the core value of the product and service come from Disney animation. In this research, we could understand that Disney combine originality, ability of distribution and the brand value on all product and service to attract consumers and partners. The Disney group creates the synergy and maps out the complete strategy to bring huge profit. Disney cannot keep pace with the changeable market thus it faces the decent from 1995 because of the lack of creative ability, the change of original management team, and stronger competitive environment. Furthermore, when Disney pursues to become big group, the bureaucratic organization and over-extended ability of distribution diminish the creative capability. Disney seems to focus too much on the ability of distribution. Disney ignores the creative capability that is important to operate its business and stronger its brand value. The suggestions for Disney provided by this research showed as follows: 1.Disney should strengthen continually the ability of distribution on various media channels to increase its own influence. Therefore, Disney would not be imposed restrictions by other competitors. And Disney could find potential profit from various media channels as the importance of market windows increases besides movie theaters. 2.Disney should rebuild its creative capability. Unpopular animated films produced by Disney hinder the operation of whole group and cause the inferior performance. With regard to the origin of Disney development, Disney cannot abandon the production of animated film. The main factor whether the animated film could maintain high box office is the creative capability. 3.Disney should maintain its distinct value proposition. Disney can take advantage of strong brand to extend its potential profitable channels.