Market Strategy Evolution and Business Model Transformation of Marvel Studios: An Analysis Based on Porter's Five Forces Model

Siao Zhai

2025

Abstract

As a crucial component of the global film industry, superhero films have profoundly influenced contemporary popular culture. Post-9/11 American society's collective desire for security and heroic archetypes catalyzed unprecedented growth in superhero-themed media. However, while achieving periodic success, the Marvel Cinematic Universe faces both internal and external industry challenges and pressure to transform its business model. This paper employs Porter's Five Forces Model as an analytical framework and utilizes authoritative institutional data to analyze Marvel Studios' market strategies over the two decades following Spider-Man's 2002 release. The research demonstrates that Marvel maintains its competitive advantage through several key factors: the development of diverse characters and effective audience expectation management. In response to streaming platform competition, Marvel's integration with Disney has strengthened its market position through synergistic offline experiences and expanded distribution channels. The studio has controlled production costs by experimenting with new film genres and casting new actors. In the post-pandemic market, Marvel has adapted to new consumption scenarios by combining traditional theatrical releases with streaming platforms. Furthermore, Marvel needs to increase investment in emerging technologies such as Virtual Reality (VR) and Augmented Reality (AR) to address potential future challenges.

Paper Citation

in Harvard Style

Zhai S. (2025). Market Strategy Evolution and Business Model Transformation of Marvel Studios: An Analysis Based on Porter's Five Forces Model. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 5-11. DOI: 10.5220/0014051700004942

in Bibtex Style

@conference{apmm25,
author={Siao Zhai},
title={Market Strategy Evolution and Business Model Transformation of Marvel Studios: An Analysis Based on Porter's Five Forces Model},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={5-11},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014051700004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Market Strategy Evolution and Business Model Transformation of Marvel Studios: An Analysis Based on Porter's Five Forces Model
SN - 978-989-758-791-7
AU - Zhai S.
PY - 2025
SP - 5
EP - 11
DO - 10.5220/0014051700004942
PB - SciTePress