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【2019SWCES嘉宾发言三】Ramón Vila:一致性和适应性——既要保持强大的品牌形象,又要适应当地消费者
作者:管理员    发布于:2019-12-28 15:28:08    文字:【】【】【
摘要:Ramón Vila先生是上海迪士尼乐园的快乐艺术总监。 他出生在墨西哥城,在加拿大、墨西哥和美国学习建筑,在西班牙马德里学习戏剧、表演艺术和艺术指导。他擅长唱歌、表演、设计,并在西班牙和墨西哥的音乐剧中演出。在波西米亚从事戏剧生活,为电视公司、肥皂剧、游轮进行表演或者导演的工作。现在,他为所有迪士尼中季节性的活动设计装饰,如万圣节、春节、圣诞节、夏天、开幕式、红地毯和游行花车等。


     Ramón Vila先生是上海迪士尼乐园的快乐艺术总监。他出生在墨西哥城,在加拿大、墨西哥和美国学习建筑,在西班牙马德里学习戏剧、表演艺术和艺术指导。他擅长唱歌、表演、设计,并在西班牙和墨西哥的音乐剧中演出。在波西米亚从事戏剧生活,为电视公司、肥皂剧、游轮进行表演或者导演的工作。现在,他为所有迪士尼中季节性的活动设计装饰,如万圣节、春节、圣诞节、夏天、开幕式、红地毯和游行花车等。

导读

      随着全球化的演进,越来越多的企业将商务板块扩展到了国外市场,但这同时也伴随着文化差异和品牌一致性等诸多问题。上海迪士尼乐园的快乐艺术总监Ramón Vila先生便主要以Disney为例分享了Disney是如何既保持强大的品牌形象,又适应当地消费者的文化。他认为只有在注重文化差异的同时尽可能地发挥创造力,才能在保证品牌特性的同时,让当地顾客接受并尊重这一品牌。

   With the development of globalization,more and more corporations are expanding their business sector to foreign markets,at the same time,accompanied by many issues such as cultural differences and brand consistency. Happy Art Director of Shanghai Disneyland, Ramón Vila,mainly takes Disney as an example to tell us how to keep a strong brand image but also relevant and exclusive to local consumers.He points out that if you play it as creatively as possible while noting cultural nuances then you can keep the balance on your brand and respect of the local culture and people. 

Part1 Coca-Cola case


    For every brand,localize too much,and you may lose your brand’s authenticity.Fail to localize enough, and the product may not be to consumer tastes.So when foreign brands want to enter the Chinese market, they must analyze the characteristics of it,and find a balance between localization and the brand image.

    Ramón Vila cited a successful brand localization case,Coca-Cola,to introduce how foreign brands find the balance.Coca-Cola has a very Chinese name that also fits the brand's characteristics,KekouKele.And it also incorporates Chinese culture in terms of taste, color and shape of Coke cans, logo design, etc.,to become closer to local customs.

    任何品牌当过度本土化时就会失去品牌的特性,当缺失本土化时就可能无法令消费者喜爱甚至接受。国外品牌想进入中国市场时就必须分析中国市场特性,在本土化和品牌形象之间找到平衡。Ramón Vila先生先引用了一个成功的品牌本土化案例——可口可乐公司,来介绍国外品牌如何来找到这一平衡。可口可乐公司在进入中国时起了一个非常中国化也非常符合品牌特性的名字——可口可乐,并在味道、可乐罐颜色和形状、logo设计等方面融入了中国的文化,拉近与消费者的距离。

Part2 Disneyland case

    From the promotional film to the park design, Disney has incorporated Chinese culture while maintaining its brand consistency.Different from USA's Disney promo, Shanghai Disney highlights the family concept and suggests that anyone in Disneyland can find childlike and happy.As for park design,main castles vary in shape from place to place.In Shanghai Disneyland,the top of the main castle is a golden peony,a flower beloved in Chinese culture.There is also a theme display of the Chinese Zodiac in the park.And some of the images of it are the characters in the Disney cartoon.There are so many designs with oriental culture and Disney colors.For Disney success in the Chinese market, Ramón Vila summarized that firstly understand and respect China's history and culture, secondly, have a sophisticated, extensive understanding of the local culture, and then convey your intended message in a culturally-appropriate way. If you play it as creatively as possible while noting cultural nuances then this delicate game of keeping the balance on your brand and respect of the culture and people.

    Disney从宣传片到园区设计都在保持品牌特性的同时,融入了中国的文化特色。与USA的Disney宣传片不同,上海Disney的宣传片更突出家庭概念,并提出在Disney乐园任何人都能找到童心和快乐。在园区的设计上,Disney主城堡在不同的地方形状也各不相同,上海Disney的主城堡顶部是一朵深受中国人喜爱的的金牡丹花,而且园区内还设有中国十二生肖的主题展示,其中有些生肖形象用的是Disney动画中的角色。这样具有东方文化和Disney色彩的设计还有很多。对于Disney进驻中国市场的成功原因,Ramón Vila先生总结,首先是理解和尊重中国的历史和文化,其次,对当地文化有丰富和广泛的了解,然后以适合当地文化的方式来表达你的品牌特性。如果你在注重文化差异的同时尽可能发挥创造力,那么你就能在品牌和本土文化之间找到平衡。

Part3 Future prospects of the Chinese market

    At last,Ramón Vila also raised his recognition of the future development of the Chinese market.Shanghai and neighboring provinces have joined forces to turn the Yangtze Delta Region into a world-class tourism destination.Creativity, innovation, technology and heritage are leading the region and China to become a top world-class tourism, cultural and high-tech destinations in the world. 

    在最后,Ramón Vila先生也提出了自己对中国市场未来发展的认可。上海及邻近省份正联手将长三角地区转变为世界级的旅游胜地。创新,技术和传统文化也正引领这些地区和中国成为世界一流的旅游、文化胜地和高科技产地。



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