| Abstract | 第1-6页 |
| 摘要 | 第6-11页 |
| 1. Introduction | 第11-17页 |
| ·Research Background and Significance | 第11-14页 |
| ·Literature Review | 第14-17页 |
| ·Study on the Brand Culture of Disney and Mickey Mouse | 第14-16页 |
| ·Study on the Interpretation of Mickey Mouse | 第16-17页 |
| 2. The Birth and Growth of "Mickey Mouse" | 第17-26页 |
| ·The Birth of Mickey Mouse | 第17-18页 |
| ·The Growth of Mickey Mouse | 第18-22页 |
| ·Mickey Mouse in the Early Years | 第19-20页 |
| ·Mickey Mouse Grows Up | 第20-22页 |
| ·The Analysis of Mickey Mouse | 第22-26页 |
| ·The Design of Mickey Mouse | 第22-23页 |
| ·The Personality of Mickey Mouse | 第23-24页 |
| ·Mickey Mouse with Popular Culture | 第24-26页 |
| 3. The Globalization of Mickey Mouse | 第26-40页 |
| ·The International Dominance of Hollywood Movies | 第26-27页 |
| ·The Globalization Strategies of Mickey Mouse | 第27-34页 |
| ·The Value Chain Extension Strategy of Mickey Mouse | 第28-29页 |
| ·The Branding Strategy of Mickey Mouse | 第29-33页 |
| ·Talent and High-technology Strategy of Mickey Mouse | 第33-34页 |
| ·Mickey Mouse in China | 第34-40页 |
| ·The Preliminary Intellectual Property Protection Strategy | 第35-36页 |
| ·Cultivation Theory of Mickey Mouse in China | 第36-37页 |
| ·Marketing Channels for the Spread of Mickey Mouse in China | 第37-40页 |
| 4. The SWOT Analysis of Chinese Animation Studios | 第40-60页 |
| ·Analysis of China's Cartoon Industry | 第40-43页 |
| ·The History and Current Situation of China's Cartoon Industry | 第40-41页 |
| ·The Success of Pleasant Goat and Big Big Wolf | 第41-43页 |
| ·The Strengths of Chinese Animation Studios | 第43-46页 |
| ·Abundant National Cultural Resources | 第44-45页 |
| ·Large Market Demand | 第45-46页 |
| ·Weaknesses of Chinese Animation Studios | 第46-54页 |
| ·The Restrictions from the Industrial Environment | 第46-49页 |
| ·The Lack of Innovation and Story-telling Skills | 第49-51页 |
| ·Narrow Audiences Positioning | 第51页 |
| ·The Lack of Creative Talents | 第51-53页 |
| ·Incomplete Cartoon Industry Chain | 第53-54页 |
| ·Opportunities for Chinese Animation Studios | 第54-55页 |
| ·Government Policy Support | 第54页 |
| ·Opportunities from the WTO Rules | 第54-55页 |
| ·Threats from Hollywood in the Cartoon Market of China | 第55-60页 |
| ·Hollywood Advantages | 第56页 |
| ·Case Study:Kung Fu Panda | 第56-60页 |
| 5. Lessons from the Globalization of Mickey Mouse | 第60-69页 |
| ·Focusing on the Originality and Innovation | 第60-64页 |
| ·Combining Local Culture with Popular Culture | 第60-62页 |
| ·Establishing "Self-protection" Mechanism | 第62页 |
| ·Increasing Investment in New Technology | 第62-63页 |
| ·The Creative Talents Training | 第63-64页 |
| ·Implementing Brand Strategy | 第64-66页 |
| ·Distinctive Brand Personality | 第64-65页 |
| ·Value Chain Extension | 第65-66页 |
| ·Government Support | 第66-69页 |
| ·Protecting the Intellectual Property | 第66-67页 |
| ·Subsidies | 第67页 |
| ·Expanding Investment and Financing Channels | 第67-69页 |
| 6. Conclusion | 第69-71页 |
| References | 第71-74页 |
| Acknowledgements | 第74-75页 |
