For Disney's presence, some scenic spots in Shandong still take a nihilistic attitude, thinking that their survival will not be affected for the time being, so they don't care. On the contrary, at present, the scenic spots such as Happy Valley and Fante Happy World, which are first-class in China, seize the opportunity to attack the city in major domestic tourist markets, and strive to comprehensively enhance the strength of direct competition with Disney in the future through brand building and strategic expansion. Although the market positioning and product attributes of each scenic spot are different, the tourist market of the scenic spot industry is the same, and the operating rules are similar. Therefore, learning from the masters with an open mind, or even playing against the masters directly, will not only bring risks, but also be the motivation and opportunity to realize self-take-off. With a lofty sense of social mission, when you look at the history of Disney, you will find that what Disney strives to build is not just a scenic spot, nor an ordinary product, but a life experience and dream created by human beings to meet the needs of the development of industrial civilization. Disney's success lies in its ideological realm beyond the general commercial interests, and its development concepts such as "creating happiness for people of all ages everywhere" and "always meeting customers' needs" reflect a higher sense of social responsibility and humanistic care. It is under the inspiration of this extraordinary ideological realm and broad mind that they can keep their sincerity and vitality for decades, bring joy to tourists all over the world, and create miracles of their own development one after another. Essentially, a scenic spot wants to market not only a product, but also its values, life attitude and social commitment to the market. From this perspective, the success of Disney's marketing lies not in mastering any business skills, but in its "great wisdom" beyond the general business interests. This is the best inspiration from Disney. Accurate selection of market positioning tourist attractions provides a complex tourism service system to the market, and its service content may be related to all aspects of tourists' needs, which brings great difficulties to them in determining market positioning and development concept. On the surface, the unlimited choice of tourist market in scenic spots may bring more opportunities than the limited choice, but practice has proved that the truth is completely opposite, especially under the condition that the supply of tourist market exceeds demand and the consumption of tourists is becoming more and more mature and rational, those scenic spots with limited choice and thematic business routes are more likely to gain market recognition than those scenic spots that provide unlimited services. This also proves that the positioning theory is also applicable to the scenic spot industry. Only by insisting on doing something and not doing something can the scenic spot marketing really "do something". Disney's marketing positioning has well implemented this concept. Although it enjoys the reputation of being the first scenic spot in the world, the business model of the scenic spot has always been based on theme parks, and the business theme has always focused on the happy industry, firmly focusing on the "happy" market, thus constantly strengthening brand influence and market competitiveness, and finally becoming a leader in the industry. Moreover, scientific marketing positioning of scenic spots can not only help scenic spots adapt to and meet market demand, but also further guide scenic spots to create and lead demand. This is in great contrast with the business model that many scenic spots in China rely too much on the so-called "gnawing at the old and the old" resources (God-natural resources and old ancestors-cultural resources), which leads to similar products and low-level development, which deserves our good reflection and reference. Pursuing service and winning Disney has formed its own uniqueness in service quality. First of all, Disney defines its role as a performance company, that is, providing the highest satisfaction and entertainment for tourists through theme entertainment and creating joy for tourists. According to Disney's service language, tourists are "VIPs", the masses are "spectators", posts are "roles", uniforms are "costumes", work is "performing on stage" and after work is "resting off stage". Every employee in the park plays the role of actor and master. Secondly, Disney has established the service standard of "SCSE", that is, to ensure the comfort, safety and civility of guests. Staff; Ensure that the program is full of magic and work efficiency. Third, pay attention to emotional service. For Disney, "creating happiness" is an important part of its service theme, and emotional service is its attitude, behavior and impression. It can be seen that the disadvantages of emphasizing management over service and product development over service management in most scenic spots in China need to be thoroughly improved. Only by establishing a good service culture can we build a high-quality service brand with China characteristics. Paying attention to product innovation and always paying attention to customer needs is the driving force of Disney's product innovation. Through the analysis of relevant information, Disney can grasp the dynamic changes of tourists' needs, so as to innovate products and update facilities and equipment in a targeted manner. What's more, unlike domestic scenic spots, which mainly pin market opportunities on new markets, Disney has done a good job in hotel stay, emphasizing the creation of more satisfaction and happiness for tourists who have been to Disney. Disney has a famous saying that it will never be built. Adhere to the principle of "three-thirds system" for a long time, that is, eliminate one-third of hardware equipment every year, build one-third of new concept projects, and ensure that entertainment content and facilities are updated every year and provided at any time. Innovative product projects have won it a high customer return rate. Paying attention to the integration of industrial factors and developing scenic spots can not only arouse consumers' desire to buy by providing products. What consumers fancy is the service brand and interest commitment of the scenic spot, and what they fancy is the product portfolio provided by the scenic spot for tourists, that is, to measure the ability of the scenic spot to meet the overall consumption demand of tourists. It can be said that Disneyland fully considers the consumption characteristics of such tourists in the design of tourism products, and organically combines food, shopping, accommodation and entertainment to provide tourists with a full range of happy cultural experiences. In addition, Disney attaches great importance to brand operation, organically combines scenic spots with cartoon films, animated stories and derivative products, and forms a development model with brand expansion as the core. Using the image and reputation of its brand in the eyes of customers, Disneyland has developed a series of related products, which has promoted the formation of product diversification and industrial diversification and brought huge profits to Disneyland. It is understood that in Disney's revenue, the theme park itself only accounts for about 20%, while the sales revenue of brand products accounts for about half. (About the author: a well-known domestic tourism expert, professor of tourism management department of Shandong University)