Marketing Communication of Disney Brand Against Cross-Cultural Background: Taking Disneyland as an Example

DOI

10.2991/aebmr.k.200908.082How to use a DOI?

Keywords

Disney, cross-cultural communication, marketing communication

Abstract

As a world-renowned media and entertainment company with decades of history, The Walt Disney Company (TWDC) includes multinational enterprises specialized in animation, movies, theme parks, games and so on, and achieved great success. From the perspective of theoretical and empirical research, this paper summarizes the articles on cross-cultural communication and marketing communication written by many scholars in China and abroad in recent years, and makes clear the importance of marketing communication in the context of cross-cultural communication. It is concluded that Disney brand adjusts its marketing strategy according to its own changes, and forms a set of effective marketing communication system, which provides a reference for multinational enterprises to conduct marketing communication against the cross-cultural background.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lu Wang
PY  - 2020
DA  - 2020/09/08
TI  - Marketing Communication of Disney Brand Against Cross-Cultural Background: Taking Disneyland as an Example
BT  - Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020)
PB  - Atlantis Press
SP  - 487
EP  - 491
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200908.082
DO  - 10.2991/aebmr.k.200908.082
ID  - Wang2020
ER  -