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

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.