Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.125
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.125How to use a DOI?
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  -