Disney’s Multi-Channel Strategies in Chinese City Tier System
- 10.2991/aebmr.k.201211.121How to use a DOI?
- The Walt Disney Company, branding strategy, Chinese market, city tier system
This study enhances our understanding of the branding strategies adopted by The Walt Disney Company in China. Disney has provided memorable experiences for family entertainment and quality customer experience, which have encouraged brand loyalty over generations around the world. It has been present in China since the 1930s when “Snow White” and other Disney characters first entered the Chinese market. However, due to policy restrictions on foreign companies, Disney made slow progress before the mid-2000s. On that basis, Disney’s emotional connection with Chinese consumers is considered weak and the company has applied different strategies to change it. Our essay shows how Disney has gradually gained market share by using multi-channel strategies among various middle classes located in the city tier system.
- © 2020, 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/).
Cite this article
TY - CONF AU - Miriam Kaminishi AU - Zhen Liu AU - Siyuan Bao PY - 2020 DA - 2020/12/14 TI - Disney’s Multi-Channel Strategies in Chinese City Tier System BT - Proceedings of the Fifth International Conference on Economic and Business Management (FEBM 2020) PB - Atlantis Press SP - 701 EP - 704 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.201211.121 DO - 10.2991/aebmr.k.201211.121 ID - Kaminishi2020 ER -