The Analysis of Marvel (Disney) Marketing Strategies

Based on the Comparison between Marvel and DC Case

DOI

10.2991/aebmr.k.220307.317How to use a DOI?

Keywords

Marketing; Marvel; DC; Entertainment; Cultural Corporations

Abstract

Nowadays, some Cultural Corporations are doing successfully. There are two outstanding examples: Marvel Entertainment and DC Entertainment. Our research is about the analysis of the marketing strategies used by Marvel Entertainment based on the comparison of Marvel and DC. According to the results of our questionnaire survey from the Chinese Mainland and Canada, our research conducts the concurrent mainstream cultural corporations’ strategies of advertisement and their respective shortages and refinements. The questionnaire displays the significant problems. To begin with, the disproportionate influx of audiences coming from different platforms indicates that Marvel focuses too much on the production of movies. Also, the sticky age period of the audiences that restricts Marvel from exploring a huger market. Besides, Marvel has fewer well-known characters than DC. Moreover, even though Disney acquired Marvel, it has not efficiently utilized the resources from Disney. There is a common problem for both companies—some audiences did not realize that these two companies produced the superhero movies they had seen. In our discussion part, our research concluded that Marvel comics should diversify the platforms to advertise. As a result, Marvel gains new ways to spread their less eye-catching cultural products, bringing profits. Besides, our research propose that Marvel develop peripheral products instead of putting too much effort into the cinematic series. Because the marginal revenue is decreasing, Marvel should multiply their product lines by selling the distribution rights or making mobile games. Moreover, Marvel should break out their limitation on the ages of their superheroes and extend the adult markets. Our research has thoroughly analyzed several aspects of the differences between Marvel and DC and provides a new perspective for the cultural corporations to develop their companies.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Zijie Lu
AU  - Eric Tseng
AU  - Zisheng Xu
PY  - 2022
DA  - 2022/03/26
TI  - The Analysis of Marvel (Disney) Marketing Strategies
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 1929
EP  - 1934
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.317
DO  - 10.2991/aebmr.k.220307.317
ID  - Lu2022
ER  -