Analysis of Disney’s Marketing Strategy from a Full-Industry-Chain Perspective

Yuxuan Wang

2025

Abstract

The Walt Disney Company, as a global entertainment leader, exemplifies the successful integration of innovative marketing strategies. Studying DISNEY enriches both the theoretical understanding and practical experience reference of marketing strategies in the entertainment industry. This study analyzes the overall marketing strategy of DISNEY using the STP (Segmentation, Targeting, Positioning) theory and the 4P (Product, Price, Place, Promotion) theory. DISNEY’s dynamic pricing, omni-channel distribution, and emotional marketing campaigns effectively foster brand loyalty and maximize revenue, while its focus on IP lifecycle management and cultural adaptation demonstrates its agility in navigating diverse markets. However, challenges such as cultural missteps and reliance on traditional pricing models in evolving markets are identified, with recommendations provided to enhance personalized experiences, deepen digital transformation, and integrate sustainability narratives to ensure DISNEY’s continued success in the rapidly changing entertainment industry.

Paper Citation

in Harvard Style

Wang Y. (2025). Analysis of Disney’s Marketing Strategy from a Full-Industry-Chain Perspective. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 688-693. DOI: 10.5220/0014001500004916

in Bibtex Style

@conference{prmc25,
author={Yuxuan Wang},
title={Analysis of Disney’s Marketing Strategy from a Full-Industry-Chain Perspective},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={688-693},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014001500004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Analysis of Disney’s Marketing Strategy from a Full-Industry-Chain Perspective
SN - 978-989-758-778-8
AU - Wang Y.
PY - 2025
SP - 688
EP - 693
DO - 10.5220/0014001500004916
PB - SciTePress