Research on Localized Operation Strategies of Industry Chain of Classic IP in the Pan Entertainment Era

Tianji Liang ()
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Tianji Liang: The Albany Academies

A chapter in Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), 2024, pp 364-373 from Springer

Abstract: Abstract With the rapid development of mobile Internet, the pan-entertainment industry has become an important part of the global cultural industry. In this context, the localization operation strategy of the classic IP industry chain has become an important research topic. Taking the world-famous IP Disney as an example, this paper studies a series of localization measures after Disney settled in Shanghai, including localization of visual symbols, localization of catering services, localization of theme performances and so on. Shanghai Disney has made outstanding achievements in the localization operation of the classic IP industry chain, and has also brought inspiration to multinational enterprises in terms of products, channels, prices and promotion. This paper explores the experience that Shanghai Disney can learn from in the process of localization, and provides reference for multinational enterprises to improve the influence and competitiveness of classic IP in the local market.

Keywords: Localized Operation Strategies; Industry Chain; Classic IP; Pan Entertainment (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-441-9_33

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DOI: 10.2991/978-94-6463-441-9_33

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