Entrepreneurial stories are not only about the experience of entrepreneurs, but also about the skills, experiences and ideas in entrepreneurship, so that latecomers can learn from them and combine or learn from them according to their own conditions to achieve entrepreneurial goals. The following is the entrepreneurial story of Walter Disney, the founder of Disney Company. Let's have a look.
entrepreneurial story
Walter Disney created Mickey Mouse and the first animal star movie. He also invested in Disneyland and Modern Multimedia Company. Anyway, his invention has influenced our entertainment circle and life experience. However, the most meaningful thing Walter Disney did was to build a great reputation for himself.
The first multimedia kingdom was established on the basis of animation, but its cheerful tone masked the gloomy mentality of the founder.
Walter Disney created Mickey Mouse and the first animal star movie. He also invested in Disneyland and Modern Multimedia Company. Anyway, his invention has influenced our entertainment circle and life experience. However, the most meaningful thing Walter Disney did was to build a great reputation for himself.
There is no doubt that Disney became a brand a long time ago, and it was brutally attacked while gaining permanent public attention. As a beacon to guide parents to pursue pure and appropriate children's entertainment, the Disney logo-the signature formatted by its founder and Mickey Mouse image-makes us generally agree that its connotation has not deviated from the mainstream of the safe, healthy and enjoyable American lifestyle.
Now, this trademark shows that Disney Company is an enterprise with annual sales of $2.2 billion and the largest media company in the world. It provided its founder with many unimaginable derivatives, some of which even brought him a curse, because he could not think long-term about all the details. When his company is full of bright business prospects, this complicated and gloomy decision-maker is not really happy about it.
Treating Walter Disney as "an unhappy soul" will cause confusion among older Americans. Through the continuous publicity of Disney Company for several years, they think that Walter Disney is the "happiest person". A common advertisement of Disney Company is: "Our task is to bring joy to everyone." By gagging, Walter Disney hinted that the task was easy, because he often whistled at work, indicating "I'm not depressed" and "I'm very happy, very happy".
Everyone is convinced of this and it sounds reasonable. Isn't it? If anyone is qualified to enjoy his old age, it must be Walter Disney! Didn't he successfully realize the best dream of Americans? Didn't he create a lovely mouse and send happiness to thousands of families? Or did he not use his fame and fortune to play a kind uncle who tells stories and plays magic to his children? But no entrepreneur's victory has been attacked by so many audiences' anger and fear in contemporary times. Compared with Walter Disney, Henry, Ford and Bill Gates should be very lucky.
An observant writer described Disney as "a tall, melancholy man with inner pain". This description aroused greater interest in him. In fact, Uncle Walter Disney has no elder temperament. Although he can control his rudeness and behave kindly, his characteristics of retreat, doubt and self-restraint are very strange. Anyway, each one has a good-or clear reason.
Walter Disney was born in a family that was not poor economically, but worse emotionally. His father Alice is an irresponsible guy, wandering around the center of Hollywood all day, looking for various opportunities for success, but always failing. He turned this failure into an attack on the child's emotions and let the child escape from him as soon as possible.
Alice's youngest son, Walter Disney, joined the Red Cross at the age of 16 and served in the First World War. Disney has been painting while serving the Red Cross. After retiring, he opened a studio in Kansas City as a commercial artist. There, Disney found that cartoon painting was a brand-new field for him, and he decided to escape his father's tragic fate.
Animation, an art form, attracted Disney, which is very in line with his personality. Every cartoon can create a small world, a world different from real life, a world that individuals can finally control completely. If he looks like an actor, he must tear himself to pieces. This is what jealous Alfred Hitchcock later said to Disney.
Disney worked hard in his studio and lived a simple life by eating canned broad beans, which seems to be a memorable time in any success story. It was not until he moved to Los Angeles to partner with his kind and shrewd brother Xiao that this difficult time ended. Ray is in charge of the Disney business, and he started his own originality. Even so, his first work was stolen. The occurrence of this incident naturally strengthened Disney's desire for control and protection, and also opened the door for Mickey Mouse's later success. Subsequent works were quite successful, and the animated image he created became the embodiment of unconquerable happiness.
However, all these successes are attributed to Disney's unremitting pursuit of technology.
He was the first person to add music and other sounds to cartoons. This pioneering work made his animated image praised by the audience. Especially in the early days of the development of sound movies, when live movies were still tied in front of fixed lenses and microphones, Disney cartoons had conquered countless audiences.
The 1930s was the golden age of Disney's artistic talent. Just like making cartoons with sound films in the early days, Disney adopted the method of color printing. Although he is not a bad grandstanding, he has proved himself to be a first-class comedian and story director, and a boss who is a bit pedantic and stupid but always does it himself. He made the painter in the company an expert in technology and creativity. When Disney ventured to invest in his first feature film (Snow White and the Seven Dwarfs), it proved to be risk-free and the film was an unprecedented success. Even clever artists can see the authenticity of populism from the movies-natural, naive and emotional; Courage does not lack a solemn commitment to life. This is the attraction of movies.
But everyone misunderstood Disney. Later, in his tragedy, clever Pinocchio and ambitious "fantasy", although he brought his technology to the extreme. However, these films are not satisfactory, and there is nothing new except unforgettable animations and endless platitudes. It shows the fact that, as David Thomas, a film historian, said, "his attraction has no connotation".
Disney tried to express realism in his works. In his childhood, his family lived on a farm outside Maktin, Missouri, and had a wonderful time. Disney showed the sweetness of life in this small town and the values he tried in his works.
His persistent pursuit of happiness is like a painkiller, which relieves his inner pain. But in 194 1, a labor dispute once again ended his unrealistic fantasy.
From a commercial point of view, Disney is a success. Most people want his entertainment to be comfortable and attractive, not "confused intelligence"-especially when raising children. The folklore adapted by Disney is more entertaining than the original rough, emotional and educational shackles. Therefore, it was attacked by film critics and despised by social critics. As one critic said, Disney's films have lost "the initial life impulse behind the story".
Disney doesn't want to inject too much didactic power into animation. For him, all the questions are related to whether the film can be staged. Perhaps he is willing to be a guardian of cultural traditions, but he cares more about technology than his sincere belief in the old culture.
He naturally became the first celebrity in Hollywood to set foot in television. His films can last for decades because the television industry is not only a profit-making organization, but also the promotion and dissemination of all his works. A large number of works have been broadcast on TV, including hilarious life comedies, strictly anthropomorphic nature documentaries and, of course, Disneyland. He worked hard for heaven.
For him, Disneyland is another adventure. He devoted himself to the design of heaven, adding many best features of modern urban planning to his design, and transforming these features into "images". In this way, all imitations in heaven, even dangerous buildings, sites and absurd images, can be safely copied. In his view, Disneyland is better than any movie: it is a three-dimensional space without the trouble of narration. In fact, heaven is better than real life. Heaven provides an imaginary environment, gives people an experience in a desert and a completely controlled environment, and brings enough excitement and happiness. In heaven, there are no real feelings such as dirt in real society and misfortune in life, and people live in an illusory and happy world. In order to create Disneyland, Disney was forced to cut other industries to meet the needs of this luxurious and huge world. 1955 Disney opened, and everything changed. Now that Disney has its own world, people must play according to his will.
Before Disney died of cancer at the age of 65, we could imagine that he was happy. He finally designed a mechanism to constantly repair his world. The eager young man was driven out of the quiet town life and finally became an emperor-no, an absolute dictator-ruling a land where he could impose his imagination on anyone. This restless and ambitious young entrepreneur already has unimaginable wealth, authority and reputation. Later, when asked what he was most proud of, Disney did not mention the happy children or the family values he spread. He replied, "The important thing is that I can set up an organization and control it." This is not the feeling of children's Uncle Walter, but Walter Disney's works-many of which are unwilling to be accepted by people and often have not been studied enough-will continue to exert a subtle influence on our way of life, thinking and dreaming.
The reasons for the company's success
Begin to grow
In the mid-1980s, the management of the company was reorganized, which was a turning point for Disney. The new management team composed of Michael Estee, Frank Wells, Jeffrey Garzenberg and Gary Wilson made a major reorganization of the company's enterprises. They reduced the company's participation in theme parks, generated cash to reduce debt, and funded new growth projects. They also ensure that new projects can be launched at the following three levels:
The first level: Disney increased the ticket price of existing theme parks by 45% and introduced new attractions. The company has also opened new theme parks in the United States and overseas.
The second level: In the film studio, starting the cash flow involves developing the unique wealth in the Disney archives, such as re-issuing classic films such as Snow White on video tapes. Creative financing institutions make money to make new movies, including cartoons, and develop some characters in cartoons into consumer goods. Disney's movies have also spawned a new live entertainment industry. The previous cartoon "Beauty and the Beast" was adapted into a script and premiered on Broadway, and the National Hockey League Anaheim Powerful Duck, based on the characters in "Powerful Duck", also took to the stage.
The third level: among consumer goods enterprises, Disney has tentatively applied the new sales concept. One of its most successful new ventures is to establish a chain store in Disney. In the first 10 year, Disney opened 636 outlets. From 65438 to 0996, sales in this field accounted for 7% of the company's total sales. Other enterprises, such as Disney Internet Company and Disney Online Company, have also started to apply new technologies.
Adjust institutions to promote growth
The key to Disney's success in turning losses into profits is to create a business philosophy of performance first. The company hired many new people, but nearly 400 people were fired. The company actively promotes the incentive compensation plan and is linked to the creation of shareholders' dividends. Eisner, CEO, is ambitious, and all employees of the company are United and have the same goal: "Continue to maintain the position of the leading entertainment company in the world in terms of creative development strategy and funds, and create higher shareholder value".
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