What is the main reason for Dinis’ success?

If you're looking for the best in corporate America, Walt Disney World (also known as Disneyland) in Florida is easily the best of all time. In the busy summer, at least more than 100,000 people visit Disney World in a day. In 2002, the park received approximately 23 million tourists from all over the world, with total revenue of US$730 million. What is it that attracts so many tourists and generates such high revenue? In a word, the park's registered trademark "Mickey Mouse" has irresistible magic.

How can we maintain the long-lasting beauty of this place? What people see is a huge stage, but to make this stage truly come alive requires performances, and what Disney does better than others is to train its staff to perform realistic performances on this stage.

The Disney Company does not have a personnel department. Recruitment is handled by the Actor Center, and each newly hired person must first receive traditional training at Walt Disney University. The Walt Disney Company carefully arranges every detail of the training to make its employees understand that Disney World is first and foremost a performance enterprise.

Every day’s training always begins with a praising review. When the trainer tells the class about wonderful images such as Mickey Mouse, Snow White, etc., he is opening up Walter to the newcomers. Disney's imagination of this fantasy kingdom trains people to create an atmosphere as if Walter himself is in the room, welcoming new staff to his territory. The purpose is to make these new staff feel that they are this. A collaborator with the founder of Paradise, he worked with him to create the most wonderful place in the world. There is probably no better way for a large company to instill its value into its workers than at Disneyland.

The first thing employees need to learn is to be friendly, polite, courteous and responsive to tourists. Make them feel that the dollar spent to come to Disney World is worth it, and then learn how to be an actor in a lively show. The training itself is also a performance, or strictly speaking, a rehearsal, which is taught by the trainers orally and personally. Let everyone clarify the role he plays in the performance. After the traditional training method is completed, the new staff enters the park for three days of internship.

Employees must remember that from the moment they arrive on the street and step onto the stage, they must always smile. Remember what the character you are playing has to say. Remember when people When you're in front of City Hall, what do you say to them, remember that you have a smile on their face, remember that you're helping them kill time, those are the top priorities. For Disney staff, lining up through the streets is the longest and most arduous task, but their uniform footwork and postures are really a genuine treat for tourists. The park emphasized that people who are not on the cast list are never allowed to peek at a character who takes off his mask. The impression of wearing a mask must always be maintained. These actors have been instructed not to damage the character's image under any circumstances.

Disney is called a picture-perfect activity, but everything here is not what you see. All the stages in Disney World are actually under the stage. The ground floor below the park is called the underground park. A network of tunnels. Set within this underground tunnel is a computer center that controls the lights, a coffee shop for staff and a closet. Clean costumes are provided to the actors every morning. Due to the numerous programs and large inventory, this is the largest wardrobe room in the world. Hiding in this underground tunnel that is closed to all visitors, the staff can smoke, eat, drink and put on makeup. Generally speaking, they can move as freely as they would in the real world. However, once they are sent out of the tunnel, they will pass through a secluded corner. Entering the magical kingdom above through an inconspicuous doorway, they came to the stage again and performed the performance that people expected.

The rewards are obvious. This magical kingdom soon became a fairy tale world.

Time has passed, but this place is still unprecedentedly prosperous. People are attracted by the magical atmosphere here and keep coming. Once they enter the park, they will forget about it, as if they have really returned to their childhood.

Case Review

The Disney Company first accurately and clearly positioned its corporate value, namely: a performance company that provides tourists with the highest level of satisfaction in entertainment and recreation. How to implement this positioning of the company? Must rely on employees.

The products and services the company ultimately provides to customers must be implemented by employees. Therefore, Disney emphasizes: instilling corporate values ????into its staff. This indoctrination starts from the recruitment process and is also reflected in the training of employees. Even the design of the entire amusement park fully demonstrates this management idea. Disney's goal is to do whatever it takes to ensure that every one of its 19,000 employees understands the tenets and importance of his or her role, which in turn are the values ??of the company.

So the entire case reflects the idea that the implementation of corporate culture management is more important and more complex than the positioning of corporate culture, and is the key to the implementation of corporate culture management.

The oldest one

It is Disneyland in California, USA, which opened on July 17, 1955. It just celebrated its 50th birthday a few months ago! California Disneyland in Los Angeles is the world's first themed amusement park designed specifically for children. It can be called "a paradise of joy that children around the world dream of."

The largest one

is Walt Disney World in Orlando, Florida. It is also the world's largest theme park, with an investment of approximately US$400 million and an area of ??approximately 30,000 hectares.* **There are four theme parks including Epcot Center, Magic Kingdom, MGM Studios, and Animal Kingdom, as well as two water parks and a Disney business district.

The Minimum

It is not difficult to guess that it is the Hong Kong Disneyland that is about to open, with an area of ??only 126 hectares. Although this is the largest amusement park in the area, it is actually only 1/238 of the largest Disneyland.

The fastest to be built

It is also the Hong Kong Disneyland. Since the Hong Kong Disneyland plan was implemented in 1999, construction started in early 2001 and opened on September 12, 2005. It only took four years. It was built in 2016 and is the fastest-constructed Disneyland in the world.

The most Chinese characteristics

In order to match the Chinese characteristics, Hong Kong Disneyland added Chinese-style buildings for the first time. This purely Chinese-style pavilion building is where Mulan performs and dances.

The most considerate facilities

A survey shows that among the 10 things that Chinese tourists like to do most when visiting, taking photos of this trip tops the list, so the fantasy of Hong Kong Disney The Fantasy World Garden is specially added in the world to allow tourists to take photos with their beloved Disney cartoon characters. It is the most unique project in Disney in the world.