Disney Marketing Strategy Review
Role of Marketing in a Global Strategy
Authors
Junzhe Shen1, †, Mei Xu2, *, †, SangShi Yang3, †
1EMBA School of Economics and Management, Tsinghua University, Beijing, 100000, China
2Beijing National Day School, Beijing, 100000, China
3Junzhe Shen Suzhou Dewei International High School, Suzhou, 215000, China
†
These authors contributed equally.
*Corresponding author. Email: guanghua.ren@gecacdemy.cn
Corresponding Author
Mei Xu
Available Online 15 December 2021.
- DOI
- 10.2991/assehr.k.211209.125How to use a DOI?
- Keywords
- Disney Company; marketing strategy; domestic and abroad; customers
- Abstract
This research is mainly our research on Disney’s global marketing strategy. To have a deeper understanding of Disney’s global development planning and marketing strategies and draw a regular summary to help more people learn from successful experiences, we did the following research. We have conducted a targeted analysis and summary by studying the customer groups of two different Disney companies at home and abroad. We start from the four aspects of product experience, marketing means/methods, marketing culture, and marketing objects. Most of the research is relatively rich, but we lack more data support levels, so the research looks deeper. Research prospect
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Junzhe Shen AU - Mei Xu AU - SangShi Yang PY - 2021 DA - 2021/12/15 TI - Disney Marketing Strategy Review BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 764 EP - 770 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.125 DO - 10.2991/assehr.k.211209.125 ID - Shen2021 ER -