MiHoYo Applies Glocalization Strategies to Expand in Overseas Markets / Hongxing Cao, Yanan Yang.

Format:

Book

Author/Creator:

Cao, Hongxing, author.

Yang, Yanan, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Glocalization.

Marketing--Decision making.

Marketing.

Physical Description:

1 online resource.

Place of Publication:

London, England : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

miHoYo, creator of the successful mobile video game Genshin Impact, has used its glocalization marketing strategy to gain loyal customers at home and abroad. The Asian market is not only the origin of ACGN culture (originating in Japan, the abbreviation means animation, comic, game, and short novel), but also the area with the highest acceptance of anime games. (Anime is a style of animation originating in Japan that is characterized by stark, colorful graphics depicting vibrant characters in action-filled plots, often with fantastic or futuristic themes.) In order to expand further, miHoYo must solve current glocalization issues and adapt its marketing program to meet the needs of diversified local customers. Students will be asked to understand the current glocalization strategy and branding strategy and to recommend how to expand the Asian market through online and offline promotion activities and branding strategies.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071962091

1071962094

OCLC:

1483992630