A Study On Localization Of Disneyland Marketing Strategy Under Intercultural Communication

"It all started from a mouse",Disney started from the creation of Mickey Mouse,to now become world-renowned entertainment company,has formed a complete cultural entertainment industry chain,from his animation to Disney park to our basic necessities of life,our ways of life and ideas have been influenced by Disney.Since the beginning of 1983,Disney began its first world tour in Tokyo,France,Paris,Hongkong and Shanghai Chinese China built a kingdom of fairy tales,Disney in intercultural communication context,both successes and failures,and its success is mainly due to the cultural differences between countries in respect in intercultural communication,the implementation of the localization strategy.This paper is divided into four chapters,the first chapter is the introduction part,introduces the background and significance of this research on Disney localization,combing the previous studies on Disney Park and the research on localization exploration and research methods involved in this paper and the related theory.The second chapter mainly introduces the development process from Disney,from Disney’s first film to derivatives to the Disney animated film as the core and spawned in the mature media environment of the Disney theme park,then expounds the development of Disney in the overseas expansion,and Disney Park encountered in external communication in the opposite two different aspects of acceptance and boycott of Disney culture.In the intercultural communication,Disney park shows a common feature-localization.Precisely because of this,the localization of Disney Park in Shanghai built last year has theoretical and practical significance.The third chapter is the research through interviews and field observation of Shanghai Disneyland Disney localization,mainly from the analysis of Shanghai Disneyland Disney macro environment,operation strategy,summed up some characteristics in Shanghai Disney Park in intercultural communication and in the localization of some problems in the process to explain.The last chapter is the conclusion of this paper.Disney park gives some inspiration to the developing Chinese theme parks and the transnational corporations entering or coming into the world.