Disney Market Positioning Analysis and Competitive Strategy Research
- 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.
Cite this article
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 -