Learning Marketing From Disney And Winning Customer Trust

Disney, master of planning,

How to do a good job in marketing?

How to win customer trust?

When Zhuge studied the marketing mode of Disneyland, he found that their marketing strategies focused on service innovation, continuous training, walking management and brainstorming.

This paper collated the relevant data from the Internet.

Walter The Walt Disney Company, founded in 1923, is now the world's most famous entertainment company.

Disney, The Walt Disney Company, is headquartered in the United States. Its main businesses include entertainment production, theme parks, toys, books, video games and media networks.

Created by cartoon artist Mickey Mouse and Donald Duck, American cartoons producer, performance presenter and film producer "Walter Disney".

At present, the business is all over the world.

They win the respect of the whole world by their strange management.

Mr. Yang Yang believes that his success comes from service innovation.

Only by constantly innovating can an enterprise achieve a great undertaking.

(1) the secret of Disney's services (Zhuge Changqing: they always focus on service, grasp characteristics and innovate).

In the global reputation company Disney, the whole staff innovation is also very evident in all aspects.

So far, there are five Disneyland in the world.

The sixth Disneyland will be settled in Shanghai, China in 2012.

Among them, the first two were on the mainland of the United States, one in California and one in Florida.

I believe many people have heard of the legendary service of Disneyland.

As the most successful and famous theme park in the world, Disney's first-class, praised and imitated service is a special feature of Disney, and is also one of the magic weapons of its theme park.

Why do you see so many welcome faces in Disneyland? Why do you accept the ubiquitous and meticulous service?

Why do you find a surprise for your staff every time you go to a place? The tireless smiling face of the Disney employee and the service that is full of heart and soul makes people feel the pleasure of quality service in addition to enjoying the pleasure of the amusement facilities.

The special way of service can make people feel as if they entered the fairy tale world.

And this quality and characteristic service is a very important factor for Disney to win customers.

But how do these good services come into being? They are not the rules of the company, nor the requirements of tourists. They all come from the creative and innovative services of the staff.

(Zhuge Changqing: there are characteristics to be remembered.

(two) Disney training (Zhuge Changqing: the role of training can be described with half the effort, with great effect).

In the first few days of training, first of all, a new employee will be Disneyland in a Disney tradition. The course details the history of Disney development and the spirit of Disneyland.

After that, the new employee walks into the park with the trainer as a guest.

Next is the formal induction training period.

When all the skills have been learned, the innovation of employees has begun.

(Zhuge Changqing: corporate culture + professional skills + innovation consciousness!

When Disney employees are not called employees, they are called actors. The rest area of employees is called "backstage". When they are employed, they are called "performances".

The theme of 2008 is "one million dreams come true".

Under such a big keynote.

In order to make the whole garden full of dreams and true atmosphere.

At work, actors can do their own work in a variety of ways.

The theme of the park can be conveyed to visitors in a variety of unique ways to make the visitors' dreams come true, making their trip to Disneyland more memorable.

(Zhuge Changqing: training is always very important. Training this kind of thing belongs to "throws ten times", the effect is extremely obvious!

(three) the leadership style of Disney (Zhuge Changqing: leaders should often come to investigate, provide services for grass-roots units).

The park is divided into different regions. Each region has its own managers. The way managers supervise employees is to wear casual clothes and walk around in the park.

To check whether all the facilities in the park are in good working order.

But the main thing is to see if the performance of the actors is wonderful.

The relationship between managers and actors is not related to the relationship between superior and subordinate, but rather the manager is the assistant of actors.

(Zhuge Changqing: walk around the management to understand the facts, research countermeasures, precision guidance, provide fast support.

To provide "actors" with all the necessities needed to help "actors".

Managers will encourage innovation and encourage employees to serve customers in their own new, special and interesting ways.

Encourage employees to break the rules and stick to traditional services.

In my area of work, as a receptionist, the task is not only to guide and answer questions for tourists, but also to come up with new ideas.

Create a more interesting and better way of service.

(Zhuge Changqing: leadership is service.) {page_break}

(four) Disney's staff innovation (Zhuge Changqing: everything revolves around services)

A staff member came up with a good idea and wanted to wear a Mickey Mouse's big glove and visitors clapping.

When he put forward the proposal to the manager and got the support from the manager, two days later, the manager took a pair of Mickey Mouse gloves to each welcome position.

From then on, the employee can take the funny gloves and clap his hands with the tourists.

And children like this way of greeting very much.

All the children came running joyfully and ran hard and hit the palm with this big gloved hand.

Since then, greeting guests with big gloves has become an interesting service there.

There are also some employees who want to blow bubbles at the reception area, and feel that children can enjoy it better.

A few days later, a bottle of soapy water blowing bubbles was placed in the reception area.

From now on, every visitor here will pursue their bubbles happily. Some children like it very much, and even begin to learn how to blow bubbles with their staff.

Employees' small creativity makes the relationship between employees and tourists more intimate and harmonious.

Creative services such as blowing bubbles and wearing big gloves all come from employees.

Everyone often comes up with some strange and strange ideas.

If you see on the platform of the roller coaster, the staff is shaking the baton of the same command plane as the airport staff, that is also Disney's own creativity.

If someone is distributing Mickey stickers for free in the park, don't forget that those ideas are also Disney's own thoughts.

Employees have another right to work, that is, to create "magic time" for tourists, that is, a variety of different surprises for tourists.

And what this surprise is, and when to give it to anyone, it's up to you.

If you can see which kid is cute, take him to see Mickey Mouse and help him get the signature of Mickey Mouse.

You can give him a little gift, let him open, you can reserve the most beautiful merry go round for him.

(five) Disney's encouragement and innovation (Zhuge Changqing: continuous innovation, that is, keeping pace with the times and keeping pace with the times will not fail).

When managers see employees using these new and unique ways of service, they will quietly fill in a commendation card and hand them in to their employees. For example, you communicate with customers very well.

Thank you for letting our visitors perform more miraculous.

At this point, you will have a commendation record on your work record.

Regular awards will be given according to the number of commendation times.

Although it is a small commendation card, employees will find ways to get along with more interesting and novel services when they know that their creativity is recognized and their service is excellent.

Over time, in such an innovation - encouraging innovation - the cycle of innovation, the service of Disney has become very colorful.

Every morning and evening party, the manager will ask you if you have any good ideas.

Once someone puts forward any ideas, managers will always listen actively and seriously consider that if they feel feasible, they will be implemented immediately.

It is not just the lowest staff who want to innovate, even managers from different regions manage their own region in a unique and innovative way, and their employees create more "magic" to tourists.

(Zhuge Changqing: brainstorming, how can we win every day?

Here, the work of the staff is not just a roller coaster for tourists.

Instead, we use our creative ideas to make our customers a better journey.

At the same time, Disney employees will no longer feel that time is hard to kill.

The time for work is over when we are playing with interesting things with tourists.

You don't feel like working at work.

But enjoying life.

To relive childhood.

Whenever I come up with an idea and use it in my work and get a good response from customers, I feel very happy. I think tourists like me, like my way, like my ideas.

At the same time, I enjoyed myself very much with the tourists.

It is such a free and happy environment and atmosphere that employees prefer to innovate and practice them.

(six) Disney review

With all staff innovation, Disneyland has done very well and has been very successful.

Disney can beat many other theme parks today and do better, thanks to the creative service of the employees and the innovation of all the staff.

Disney, in order to innovate, even hired college students from various schools around the world.

These students come to Disney in the form of internship, work at different grass-roots level, and deal with tourists.

With their respective cultural backgrounds, ways of thinking and fresh ideas, we came to Disney for the innovative service of Disney.

As long as we enter the park, we are full of novelty and imagination.

Everywhere is full of staff's wisdom and creativity.

Just imagine, if only a few cartoon characters like Mickey Mouse and Donald Duck can be made in the paradise, can the Disneyland be so wonderful today? This way of encouraging all staff to innovate makes everyone get what they want.

The tourists have received enthusiastic service and good memories, and the staff have been respected and realized their personal values.

Zhuge Changqing: continuous innovation, focusing on customer innovation, enterprises can achieve new leaps, new developments and new achievements.

Customers always remember him and give him money forever.