A Study On The Phenomenon Of The Shopping Mall's Disneyization

As the gradual rise of the urban tourism, urban scenes, urban culture and urban commercial have also become the attractions of the trip and recreation. As the superlative form of the commercial, shopping mall assumes the character of diversification, which turns into one of the best choices of citizens and tourists' recreation and trip. Exactly, it becomes the essential scenery in urban tourism.In this paper, based on collecting, analyzing and integrating of the related literature, website resources, combing the knowledge of tourism, psychology, marketing and communication, it analyzes the reasons of its popular in phenomenon: attributed to the proper application of the DISNEYIZATION represented by the Disney Theme Park; furthermore, it exploits the deep-seated reasons: due to the laws of retailing business development and the changes of consumer's demand.Firstly, after defining Shopping Mall, the paper introduces the stages of the development. Then it interprets four characteristic performances of disneyization, which is theming, dedifferentiation of consumption, emotional labour and merchandising. And with Accordion Theory and Experience Economy Theory, from the clients perspective it discusses the reason why disneyization can attract clients, retain clients and impress clients; from the supply's perspective it discusses how the disneyizaiton shows competitive strength using theming, dedifferentiation of consumption, emotional labour and how to apply disneyization idea. Finally, based on the analysis above mentioned, in accordance with the current situation and gap of the Shanghai shopping mall, combining with the disneyization idea, the paper advances the development proposal of Shanghai shopping mall.