The Research Of Cross-culture Management Under Brand Operation Framework Based On Disneyland Case

Recently, Disney theme park will build up in Shanghai and it is the very hot topic in China,it is the sixth of Disneyland in the world. And it also is the second Disneyland in Chinasince the Hong Kong Disneyland opened in2005. In this article, I had searched a largenumber of literature information collections and collation of brand marketing for Disneytheme parks around the world and to integrate analysis.The Walt Disney Company to use its own brand to continue to expand to overseas markets,which has to build a Disney theme park in Japan, Paris, Hong Kong. Overseas markets,while Disney has brought a steady stream of economic benefits to the Walt DisneyCompany is facing a series of questions, one of the most obvious is the overseas marketsface the problem of cross-cultural conflict.This article will use a lot of space analysis to study the status of the five Disneyland WaltDisney Company in the management analysis, especially cross-cultural issues experiencedby overseas Disneyland course of business success and failure cases experiences andlessons learned. Summarized some impact on the upcoming construction of ShanghaiDisneyland is worth learning and cultural factors to the implementation of programs toanalyze the cultural challenges and opportunities faced by the Shanghai Disneyland.