Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022)

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Disney Market Positioning Analysis and Competitive Strategy Research

Authors
Haipeng Li1, *
1Art Faculty, University of Ottawa, Ottawa, ON, K1N 6N5, Canada
*Corresponding author. Email: zyc@bbc.edu.cn
Corresponding Author
Haipeng Li
Available Online 13 February 2023.
DOI
10.2991/978-2-494069-97-8_38How to use a DOI?
Keywords
Shanghai Disneyland; 4P theory; Marketing strategy
Abstract

As the most successful theme park in the world, Disneyland, with its world-class brand influence and appeal, has repeatedly set off a wave of Disney tourism storms worldwide, creating a unique and unparalleled travel experience. Tourists who come here have fully experienced the sensory stimulation and travel experience that cannot be simulated or replicated in the fairy tale world, the kingdom of dreams, and the sea of joy in Disneyland. Come again, come again soon. At present, Disneyland has achieved great success in Asia, which is related to the marketing strategy model adopted by Disneyland in Asia. Therefore, based on this background, this paper takes Shanghai Disneyland as an example to study the current marketing status of Shanghai Disneyland. Under the guidance of the 4P theory, it proposes a strategy to optimize the marketing model of Shanghai Disneyland. Through those, Shanghai Disney Park will continue to increase revenue and visitor traffic through excellent strategies such as product optimization strategy, tickets and price optimization strategies, channel strategy optimization, promotion strategy optimization.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
13 February 2023
ISBN
10.2991/978-2-494069-97-8_38
ISSN
2352-5398
DOI
10.2991/978-2-494069-97-8_38How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Haipeng Li
PY  - 2023
DA  - 2023/02/13
TI  - Disney Market Positioning Analysis and Competitive Strategy Research
BT  - Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022)
PB  - Atlantis Press
SP  - 301
EP  - 313
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-97-8_38
DO  - 10.2991/978-2-494069-97-8_38
ID  - Li2023
ER  -