摘要：上海迪士尼乐园（Shanghai Disneyland Park），是中国第二个，世界第六个迪士尼主题乐园。2011年4月乐园正式破土动工，将于2015年底开园。上海迪士尼乐园的开业不仅能直接拉动相关产业和周边经济，也有助于刺激本土文化产业和旅游业加速发展，填补国内旅游产业空白。但同时上海迪士尼乐园也可能面临节假日游客量过饱和将挑战上海迪士尼乐园的园区体验、迪士尼产业链需求增加、收益与成本之间的较量等挑战。现代科技发展为全媒体营销提供了可能。全媒体营销是整合传统媒体营销、社会化媒体营销和数字媒体营销，在三大媒体构造的3D媒体上制定的一种新型营销策略。上海迪士尼乐园可运用全媒体营销放大体验式营销效果、完善游客反馈体系、带动衍生产品的关注度、使迪士尼乐园为迪士尼传媒产业增加新的可能、为构建强大的信息库提供可能，更好的应对这些挑战。

关键词：上海迪士尼 全媒体营销 体验营销 迪士尼产业链 成本与收益

Abstract: Shanghai Disneyland (Shanghai Disneyland Park), China's second, the world's sixth Disney theme park, April 2011 park officially started, will open to public by the end of 2015. Shanghai Disneyland opened not only directly stimulate related industries and the surrounding economy, but also help stimulate the local cultural industries and accelerate the development of tourism, and fill the domestic tourism industry gaps. But at the same time Shanghai Disneyland Park may face the challenge of supersaturating holiday tourist experience，Shanghai Disneyland Park increased demand chain, the contest between the benefits and costs and other challenges. Omnimedia marketing, integration of traditional media marketing , social media marketing and digital media marketing, develop marketing strategies on the structure of the three media (3D media). Shanghai Disneyland may use the omnimedia marketing to increase the zoom experience marketing effectiveness, improve visitor feedback system, Enhanced attention to derivatives, add the new earnings means to Disney media industry, provide possiblity to build a strong information base.

Key words: Shanghai Disneyland  omnimedia marketing  experiential marketing  Disneyland Industry chain  costs and benefits