My perspective on going global and acting local

In this summer vacation， my aunt went to Shanghai Disneyland with her daughter where they had an unforgettable time. Summer was hot， but the park attracted numerous tourists. Disneyland is not only popular among China， but also in Japan， France and other countries. Shanghai Disneyland adds zodiac image of Chinese features， Tokyo Disneyland is decorated with traditional Japanese lanterns， and the streets and buildings of Paris Disneyland have a strong flavor of classical European court. Every Disneyland has its own local characteristics flavor. The wide distribution of Disneyland has successfully spread the local culture to all parts of the world， and at the same time， the cultural and economic cooperation of all countries has achieved win-win results. The success of Disney’ s “cultural first” strategy is due to its international and global vision.

As is known to all， the development trend of globalization has a significant impact on the exchanges and development of countries in the political， economic， social and cultural fields.“One Belt And One Road” proposed by President xi jinping is the embodiment of “globalization thinking”. It is not only an economic development strategy， but also promotes the common development of politics and culture.From the perspective of culture， globalization is not only conducive to the communication of national culture overseas， but also an important way to promote the innovation and development of world culture.

Recently I saw entrepreneur Chen chunhua share the idea of “thinking globally and acting locally” in the face of global markets. The same is true of cultural communication， the process of globalization needs localization as a guarantee. Acting local is a kind of “do as the Romans do”， which is the adjustment and integration of cultural communication because of regional cultural differences. In terms of this， Disney’ s local strategy is a good example. In 2018， Mickey will be 90 years old. Disney will launch a series of products with Chinese features by combining Mickey with cheongsam and Shanghai brand watches， which is also the reflection of Disney’ s wise strategy.

Not only cultural communication needs the combination of globalization and localization， but also the economic development of enterprises. The well-known “huawei” brand also realizes the global dream through localization， becoming a global technology brand from China to the world. Today， huawei’s products and services are used in more than 140 countries and serve one-third of the world’s people.

Huawei conducts cultural environment analysis， and implements product differentiation strategy to meet the personalized needs of customers in different parts of the world. Combined with advertising， publicity and other means， it first achieved good performance in Thailand， Malaysia and other Asian countries and Africa. In order to build huawei’s local image in Brazil， huawei has realized local r&d， local manufacturing and local procurement there. On the one hand， it enjoys more local tax benefits; on the other hand， it can better serve the local market of Brazil.

Only by realizing localization can globalization be realized. Outstanding enterprises make better contributions by improving their management ability， optimizing management process on the basis of understanding local cultures and laws.

The realization of “going global and acting local”can make cultural exchanges more smooth， economy more prosperous and make us have a better world.

【作者簡介】初恩伊，女，漢族，山東省威海市第一中學高三十二班。