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When globalization becomes a trend, the local customs and spending habits in the world still retain their uniqueness. Therefore, when the company expands into the global market, it cannot implement the same strategy, but also take localization actions in the process of globalization. This study focuses on the development of multinational cultural entertainment companies in mainland China. The Western cultural industry represented by Walt Disney Company enters the huge Chinese market. In order to avoid being regarded as a cultural invasion, it pursuit of resonance with Chinese consumers through localization.
This study refers to various types of cases and documents, and analyzes Disney’s marketing strategy with strategy matrix analysis. And interviews with Walt Disney Co., Disney Channel and media distribution VP Mr. Dai Hua. for multinational media and entertainment companies, to sum up, when entering the Chinese entertainment market, must consider to the central government's consideration of media, culture and entertainment, and local consumption habits, and then flexible and effective development strategies can be accepted into the market. |
