Research on marketing strategy: case study of Disneyland

DOI

10.2991/febm-17.2017.63How to use a DOI?

Keywords

disneyland; marketing environment; marketing position; marketing strategy

Abstract

In April 8, 2011, Shanghai Disneyland starts construction, Shanghai Disneyland will be the second Disneyland in China, at the same time, China will be the only country which has two Disneyland in the world besides the Unite States. This shows the economic strength of China is rapidly growing. Firstly, this article briefly analyzes the marketing environment and market position of Shanghai Disneyland, and then analyzes the global marketing strategy of Disney. Shanghai Disneyland takes these marketing strategies and appropriate innovation marketing according to the national conditions, which can lead to foresee the great success and unlimited development prospects of Shanghai Disneyland.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jia Yao
PY  - 2017/10
DA  - 2017/10
TI  - Research on marketing strategy: case study of Disneyland
BT  - Proceedings of the Second International Conference On Economic and Business Management (FEBM 2017)
PB  - Atlantis Press
SP  - 473
EP  - 481
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-17.2017.63
DO  - 10.2991/febm-17.2017.63
ID  - Yao2017/10
ER  -