Analysis of Shanghai Disney’s Marketing Strategy of through 4Ps Theory

Abstract

In Tokyo, Paris, Hong Kong, and Shanghai, China, Disney has built a fairytale kingdom as part of its first global tour, which began in 1983. In terms of cross-cultural communication, both have had both successes and disappointments. The success of Shanghai Disney is due to localized marketing and sophisticated and diverse marketing techniques also, a sensible model for setting ticket prices. This paper assesses Shanghai Disney through the 4Ps theory in the hope of enlightening domestic companies. The focus on cultivating talent and reduction of the cost of overseas investment is a necessary investment to ensure the mutual economic development of both sides. In order to build strong political and economic ties with the host nation, multinational corporations should look for areas of agreement with the host nation, respect cultural differences, and localize moderately in addition to abiding by the principles of "mutual benefit" and "win-win" and tearing down the barriers between the two peoples.