상하이디즈니랜드의 현지화 전략

김치호

doi:10.18662/humancon.2017.03.44.309

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상하이디즈니랜드의 현지화 전략

Shanghai Disneyland Localization Strategy

김치호

초록

In 2016, Shanghai Disneyland opened as Disney’s 6th international theme park in China. Previously, Tokyo Disneyland opened in 1983, Euro Disneyland in 1992, and Hong Kong Disneyland in 2005. It took over 17 years of planning and construction for Shanghai Disneyland and over $5.5 bi l l i o n w a s in v es t e d . I t i scr i t i c a l f or g l o ba l co m p ani ess u c ha sD i s n ey t o im pl e m e n t r i g h tl oc a l i z a t i o n s t r a t e g i es . D i s n ey t oo k p r e v i o u se x p er i e n ces f r o m o t h er in t er na t i o na l p a r k s in t oco n s i d er a t i o nan d c a r e f u l l y pl ann e d l oc a l i z a t i o n s t r a t e g i es t o h os t a s man y g u es t s a s p oss ib l e . S han g hai D i s n ey l an d ’ s l oc a l i z a t i o nim pl e m e n t a t i o n s w er ec a r r i e d o u tt h r o ug h o u t e n t i r e p a r k in c l u d in g t h e p a r k l a y o u t, d es i g n, a tt r a c t i o n s, f oo d an d m er c han d i se . E v e n w i t h l o n g pl annin g, D i s n ey w a s f a ce d w i t han u mb er o f i ss u es f r o min t er na l d ec i s i o n s, g u es t s an d co m p e t i t i o n s . I n t er na l d ec i s i o n s in c l u d e d t h e p r i c in g s t r a t e g y, g u es t s i ss u es w er er e l a t e d t oc u l t u r a l i ss u es an d co m p e t i t i o ni ss u es . W a s f i er cec ha l l e n g e . D i s n ey ha s n oo pt i o nb u tt o m or e a c t i v e l y an d c a r e f u l l y co n s i d er a d j u s t e d l oc a l i z a t i o n s t r a t e g y m o v in g o n . D i s n ey ’ s p a s tw i l l b er e v i e w e d an d c u r r e n t s t r a t e g y w i l l b ee x amin e d so t ha tt h e f u t u r es u ccesso f t h e m os t v i s i t e d t h e m e p a r k ma y b e p r e d i c t e d . I n 2016, S han g hai D i s n ey l an d o p e n e d a sD i s n ey ’ s 6 t hin t er na t i o na l t h e m e p a r k in C hina . P r e v i o u s l y, T o k y oD i s n ey l an d o p e n e d in 1983, E u r oD i s n ey l an d in 1992, an d H o n g K o n g D i s n ey l an d in 2005. I tt oo k o v er 17 y e a r so f pl annin g an d co n s t r u c t i o n f or S han g hai D i s n ey l an d an d o v er$ 5.5 billion was invested. It is critical for global companies such as Disney to implement right localization strategies. Disney took previous experiences from other international parks into consideration and carefully planned localization strategies to host as many guests as possible. Shanghai Disneyland’s localization implementations were carried out through out entire park including the park layout, design, attractions, food and merchandise. Even with long planning, Disney was faced with a number of issues from internal decisions, guests and competitions. Internal decisions included the pricing strategy, guests issues were related to cultural issues and competition issues. Was fierce challenge. Disney has no option but to more actively and carefully consider adjusted localization strategy moving on. Disney’s past will be reviewed and current strategy will be examined so that the future success of the most visited theme park may be predicted.

키워드

Disney; Shanghai Disneyland; Theme Park; Global; Localization; 디즈니; 상하이디즈니랜드; 테마파크; 글로벌; 현지화

제목: 상하이디즈니랜드의 현지화 전략

제목 (타언어): Shanghai Disneyland Localization Strategy

저자: 김치호

DOI: 10.18662/humancon.2017.03.44.309

발행일: 2017-03

저널명: 인문콘텐츠

호: 44

페이지: 309 ~ 329

언어: KOR

출판사: 인문콘텐츠학회

발행국가: 대한민국

분량: 21 페이지

ISSN: P 1975-4469