Mickey Mouse From United States To China

Being a melting pot of world cultures, United States is now a new force emerged in culture, the booming development on technology of which has driven the improvement of its position in the world cultures. American culture, gathering different foreign cultures into one, has been gradually formed to be the most suitable cultural environment in the world for various cultures, especially the entertaining and the popular culture, to grow in. Additional, the deregulation on the cultural market based on the Neoliberalism provides the American culture industry an unparalleled flourishing and popularity. During the first half of the 20th century, Walt-Disney brought the world"Mickey", a magical cartoon character having a symbolic significance. This little mouse then soon traveled around and left behind the American culture to every corner on the planet, bringing a profound impact to the cartoon markets, even the cultural markets all around the world, including China.To a certain extent, what Mickey went through in China shows not only the power of American culture industry, but also the development of the unification of these two different cultures. China, in response, presented a big welcome. Afterwards the Chinese cartoon industry developed all along till nowadays, accompanied by this acceptance and imitating of Mickey. This Mickey Family, including its brand culture, animated picture, group marketing strategy, derivatives and their product features set by the Chinese market, can all offer the Chinese cartoon industry certain referential meanings to its development.This article presents the process of the appearing and developing of Mickey Mouse, starting from the big picture of American cultural industry. Then it analyzes the developing of Mickey Mouse in China and its impacts or meanings to Chinese cultural industry from both the economic and communicating angles, by demonstrating the history of Mickey Mouse in China, the setting of the market demand curve, using the Cultivation Theory, and the Law of Diminishing Marginal Utility.