Analysis of the Marketing Strategy of Universal Studios Beijing under the Cross Cultural Background

Yingshi Chen

doi:10.54254/2754-1169/2025.BL23226

Research Article

Open access

Published on 23 May 2025

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Chen,Y. (2025). Analysis of the Marketing Strategy of Universal Studios Beijing under the Cross Cultural Background. Advances in Economics, Management and Political Sciences,184,45-50.

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Analysis of the Marketing Strategy of Universal Studios Beijing under the Cross Cultural Background

Yingshi Chen *^,1,

¹ School of Chinese Language and Culture, Guangdong University of Foreign Studies South China Business College, Guangzhou, China

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/2025.BL23226

Abstract

This paper uses marketing strategies to analyze Universal Studios Beijing under a cross-cultural background. After the pandemic, in the case of economic depression, people are trying to seek comfort and relaxation of emotion, so some entertainment industries such as Disney and Universal Studios are expanding globally. After analyzing the market of foreign enterprise amusement parks in China, this paper selects Universal Studios Beijing as its representative. This paper will find out the advantages and disadvantages of Universal Studios Beijing from its basic background, some cases and comparisons with other amusement parks, using the cases analysis and comparing to the local amusement parks in China such as Fronte and Chimelong and some foreign enterprises amusement park like Shanghai Disneyland to find out what areas does Universal Studios Beijing still need to improve. This paper concludes that Universal Studios Beijing needs to build up a major core to strengthen the contact between different IPs, establish more parks with Chinese elements and cooperate with more local entertainment industries in China.

Keywords

Universal Studios Beijing, Entertainment, Globalization, Marketing Strategy

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References

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Cite this article

Chen,Y. (2025). Analysis of the Marketing Strategy of Universal Studios Beijing under the Cross Cultural Background. Advances in Economics, Management and Political Sciences,184,45-50.

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About volume

Volume title: Proceedings of ICMRED 2025 symposium: Effective Communication as a Powerful Management Tool

Conference website: https://2025.icmred.org/Bratislava.html

ISBN：978-1-80590-135-8(Print) / 978-1-80590-136-5(Online)

Conference date: 30 May 2025

Editor：Lukáš Vartiak

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.184

ISSN：2754-1169(Print) / 2754-1177(Online)

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