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Research on the Marketing Strategy Under the Castle—Taking Disney as an Example

In: Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022)

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  • Yujie Zhou

    (Beijing National Day School International Department IB Program Grade 11)

Abstract

The research background of this article is based on the development of Disney from 1956 to 2022. In this essay, The research will mainly analyze Disney's successful marketing strategy from four aspects: trigger, action, variable reward, and investment. In this process, this paper also enumerates many examples and analyses, and explanations in real life. The main data sources are collected through two books which are Hooked and What Money Can’t Buy, China HowNet, and Google academic. Finally, this paper will analyze why Disney's marketing is so successful and Disney's potential market boundary through the above methods.

Suggested Citation

  • Yujie Zhou, 2022. "Research on the Marketing Strategy Under the Castle—Taking Disney as an Example," Advances in Economics, Business and Management Research, in: Faruk Balli & Au Yong Hui Nee & Sikandar Ali Qalati (ed.), Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022), pages 53-57, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-052-7_7
    DOI: 10.2991/978-94-6463-052-7_7
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