Research on the Construction of Marketing Strategy from the Perspective of Disney IP Operation

Focusing on Disney's IP operation practices, this paper systematically analyzes the construction logic and operational characteristics of its marketing strategy from an integrated and process-oriented perspective. Based on an examination of the current status of Disney's IP operation, the study explores core components such as the structured development of the IP asset library, the mechanisms supporting sustained content innovation, and the coordinated use of diversified marketing channels to extend IP value. On this basis, the paper further investigates the specific marketing strategies adopted in the IP operation process, including the application of digital marketing tools, the implementation of cross-industry cooperation, the design of personalized consumer experiences, and the role of user-generated content in enhancing audience participation and brand interaction. By analyzing the interaction among these strategies, the paper clarifies how IP operation and marketing activities are organically integrated to form a stable value creation and dissemination system. The study aims to provide a clearer understanding of the operational logic behind Disney's IP marketing strategy and to offer practical reference and methodological support for Disney and other enterprises seeking to optimize IP operation models and improve the effectiveness of IP-based marketing strategies.