Fantawild Adventure And Disneyland Park

After the completion of the first Disneyland of the Walt Disney Company from1955,the company committed to Disneyland’s globalization. In1989the first " Jin XiuZhong Hua " was finished and opened in China, recovering the investment cost of100million yuan in the first year, became a hot news. Since then, China began tobuild a theme park. After nearly60years development of American " Disneyland ",no matter from a cultural brand, cartoon image, development model, industrial chainor marketing strategy, cross-cultural experience or quality of the world’s leadingcommunications services. It is in the stable development period. Chinese theme parksafter twenty years development, although they already had been more vigorous andlearnt from foreign experience and development model, but due to various reasonssuch as historical and cultural aspects, Chinese theme park is not the case forsustainable development.In this paper, taking classic Western theme park Disneyland and China’s emergingfourth generation theme park " Fanta wilder" for examples, from the theory of "coding and decoding ",I try to make a study of both the cultural brand building,cartoon image, Communication Strategy, making a Comparative Study of strategiesto analyze the differences, searching for the future direction of the country theme parkproposal and inspiration. This articles using Stuart Hall’s theory---three ways todecode the meaning " to analysis the reason why Disneyland is popular in Japan andcan get the Japanese people’s welcome; but stubborn resistance by the people ofFrance, suffered a setback; in Hong Kong, Chinese visitors showed a tepid state.This artical is to highlight the experience economy, in order to face the world out ofthe country and to assume the task of dissemination of excellent Chinese culture,thedomestic theme parks have no idea but to focus on " globalization and localization" ofthe survival of the relationship and common,Given the facts, theme park in the West are very different indeed, this article from Stuart Hall’s encoding and decoding theory and three ways to interpretate the meaning,try to change two extreme views in China, one is copying Western theme park purely,abandoning Chinese mainland culture, ignoring the rich cultural resources, resultingin the western theme park " slavishly "; Second is to stick to narrow nationalism andafraid or unwilling to face international, rejecting globalization, copying ancientancient things and ignoring the concept of globalization and localization formation ofthe " frog " situation.This paper take example by some theories of communication，tourism, sociology, etc.combining the essence of traditional Chinese culture.This article is divided into fiveparts, analyzes the differences and the reasons for the Western theme park. Throughdemonstration, try to draw some inspiration for the future development of themeparks in China and explain the reasons for the differences in the Chinese theme parkwith international standards and do something useful.