A Study Of Disneyland Theme Parks' Glocalization Marketing Strategies From The Third Culture Theory Perspective

In today's global scale,the integration of the world economy has provided numerous opportunities for transnational companies to enter the international arena,but the diversification of cultures has also made companies face many challenges in the development process.For multinational companies,once the issue of cultural diversity is not properly addressed,their own operations will be affected.Therefore,many multinational companies are gradually beginning to implement glocalization marketing strategies in the international market.�To think globally and operate locally� is the basic principle of glocalization marketing strategies,meaning to develop a market operation strategy that conforms to the local customers' consumption habits under the guidance of the strategic thinking of globalization development and the actual situation of foreign markets.The key to implementing glocalization marketing strategies is cultural integration.The integration of cultures allows different cultures to absorb and learn from each other,changing in form and content,and then a new cultural system is gradually formed.This new cultural system is called the third culture.Therefore,the theory of cultural integration is also known as the third cultural theory.In this paper,the author chooses the second expression � the third culture.The emergence of the third culture is conducive to the development and implementation of glocalization marketing strategies.However,the formation of the third culture needs a process.And in the process,there will inevitably be some problems.Impacted by these problems,the development and implementation of glocalization marketing strategies sometimes are successful and sometimes failed.The transnational operation of the Disneyland theme parks is a typical case.From the emergence of the first Disney overseas theme park in 1983 to the official opening of Shanghai Disneyland in 2016,on the road of transnational operation,the Disneyland theme parks not only have achieved great success,but also have encountered a lot of Waterloo.In order to explore the influence of cultural integration on the marketing strategies of multinational companies,the marketing strategies of Disneyland overseas theme parks are used as the researchmaterial of this paper.In the process of writing the paper,the author will analyze the glocalization marketing strategies of Disneyland overseas theme parks from the perspective of the third culture theory,exploring the reasons behind the success cases and failure cases.In the specific analysis,the author mainly studies the glocalization marketing strategies of Disneyland theme parks from the four aspects of material culture,consumer culture,behavioral culture and spiritual culture in the third culture.In this paper,the glocalization marketing strategies are mainly manifested in four aspects:product strategy,price strategy,place strategy and promotion strategy.By analyzing the marketing strategies of Disneyland theme parks,this thesis will provide substantial suggestions and references for the development of related industries.