Disney’s Multi-Channel Strategies in Chinese City Tier System

DOI

10.2991/aebmr.k.201211.121How to use a DOI?

Keywords

The Walt Disney Company, branding strategy, Chinese market, city tier system

Abstract

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.

Copyright

© 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/).

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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  -