1.0 Background
According to Wiefels, the term marketing communication refers to all activities or strategies that are applied by a given organization or company to communicate to customers or market their goods and services. The process of market communication may apply various strategies such as advertising, branding and use of websites or even direct sales presentations. Hong Kong Disneyland is the smallest in the world and it was occasionally reported to have made losses. Based on the challenges that it (Hong Kong Disneyland) faces, the following strategies may facilitate the improvement of the number of tourist visits.
2.0 Specific Promotion Marketing Communication Strategies
Besides media-based promotion, employees should harness eloquence to conduct personal promotion and must have mastered at least three languages including English, Chinese and Cantonese. This is important because they can easily and effectively guide tourists around Disneyland and keep them entertained through efficient communication. By mastering several languages, they can accommodate a large group of tourists from different parts of the world. In addition to eloquence, they are able to entertain visitors through music and dance in case special services of this kind are needed. Secondly, culture is a very basic aspect of life throughout the world. Therefore, by combining aspects of the local Chinese culture into the American theme, Disneyland Park will encourage and attract local tourism. The use of the Chinese Gazebo and the Chinese gown worn by Mickey is a good example of cultural integration. Additionally, by allowing Chinese food into the park, they will effectively encourage tourism. Creating an atmosphere of cultural diversity will obviously attract different people from diverse cultural backgrounds such that the park becomes a global destination as time progresses.
Another marketing communication strategy that can be applied is forging a partnership with other companies or personnel that have related interests. When choosing the company or personnel, the park must make sure that the entities chosen considers it as a complementary service provider and not a competitor. Using this partnership, a continuum of activities is organized so that these activities promote the services provided by Disneyland Park. A good example is the cooperation of Hong Kong Disneyland with Chow Sangsang that designs special Jewelry. The designer (Chow Sangsang) actually produces special jewelry that features some of the Disney’s characters such as Mickey. These jewels are then sold inside the Hong Kong Disneyland Park.
Besides, governmental support is also very important when it comes to the marketing communication strategy for this scenery. In this regard, the government of Hong was actively involved in the development of Disneyland Park and therefore must take part in the facilitation of communication strategies. The government can achieve this through organizing and financing promotional activities in mainland China (Zhu & Xu 46). In addition, some of the leaders should participate in activities planned by the Disneyland in Hong Kong since they will help promote the park based on the influence they have in the state. In other words, they should be the ambassadors of the park bearing in mind that the government helped in its conception as aforementioned. Indeed, the involvement of such personnel will play a crucial role in reinforcing the efforts made in other strategies of promotions such as social media campaigns and marketing partnerships.
Work Cited
Li Zhu & Dan Xu. Marketing Strategic Change in Expansion of Disneyland: Case Study of
Disneyland Overseas Expansion in Shanghai. 2010. Jönköping University
Wiefels, P. The Chasm Companion. 2002. New York: Harper Business.retrieved on 19th april
2016 from www.marsdd.com/mars-library/
