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Shsconf Icdde2024 03011
Shsconf Icdde2024 03011
1051/shsconf/202418803011
ICDDE 2024
Abstract. Nowdays, the Walt Disney Company is one of the most influential entertainment companies in
the world, which is famous for its creativity and unique marketing strategy.Disney used to be just a small
animation studio but now it has influence all over the world. To investigate the key factors which made
Disney’s successful global expansion and development,this paper did this following reserach.This research
is mainly about Disney’s core business and the marketing strategy used by Disney.The study was conducted
through a meticulous analysis of Disney's primary business segments, its overarching business strategies,
and its management practices. Furthermore, it examines Disney's brand positioning, market penetration
tactics, and customer engagement techniques that collectively forge its competitive advantage. By dissecting
the synergy between Disney's content creation and its promotional tactics, this research aims to unravel the
intricacies of Disney's approach in nurturing a loyal consumer base and securing its status as an indomitable
force in the entertainment industry.
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Corresponding author: [email protected]
© The Authors, published by EDP Sciences. This is an open access article distributed under the terms of the Creative Commons Attribution
License 4.0 (https://creativecommons.org/licenses/by/4.0/).
SHS Web of Conferences 188, 03011 (2024) https://doi.org/10.1051/shsconf/202418803011
ICDDE 2024
2.2 Disney theme park For example, projection-based augmented reality (AR)
remains an important technology in Imagineering's
According to Smith, travel and tourism is the world's toolbox, helping to bring structures to life in theme park
largest industry in terms of employment, and it ranks in entertainment shows.
the top two or three industries in nearly every country on
practically every measure [4]. The Walt Disney
Company operates theme parks in addition to its media 2.3 The streaming media of Disney
company [5]. In the eyes of many people, Disney Park is
During the COVID-19 epidemic, streaming video
the best tourist attraction. Disney parks and products
became a part of many people's daily life at home, and
include park tickets, meals, hotel accommodations, and
consumption is still growing [6]. Disney deeply
surrounding areas, among other things. There are
integrates the internal resources of the group, upgrades
currently six Disney parks in the world, located in
online communication channels by acquiring media and
California, Orlando, Tokyo, Paris, Hong Kong, and
building streaming media platforms. Disney+, Hulu and
Shanghai. These six Disney parks are summarized in
ESPN+ are the online media streaming platforms
table 1.
launched by Disney Streaming Services. In 2019Disney
Table 1: Disney resorts in the world formally acquired 21st Century Fox to enhance its
Area Theme content. Since then, Disney, Pixar, Marvel, Lucasfilm,
City Year
(Acre) parks Fox, and National Geographic have all joined the content
Disneyland
California 1955 512 2
system. This differentiated content makes Disney+ the
resort second largest streaming platform in the world by
Walt Disney subscribers, with its three streaming platforms, Disney+,
Orlando 1971 30500 4
World Hulu and ESPN+, reaching a combined 221 million
Tokyo subscribers.
Disney - 1983 494 2
resort
Tokyo
- 2001 - - 3 Disney’s IP
Disney Sea
Disneyland Currently, Disney has six content divisions: 20th
- 1992 4800 2
Resort Paris Century Pictures, Pixar, Marvel, Star Wars, Disney, and
Hong Kong National Geographic. Each part contains a significant
- 2005 310 1
Disneyland
amount of intellectual property (IP) and audio-visual
Shanghai
Disney
- 2016 287 8 entertainment content, broadening the product coverage
beyond kids and teens to include a wider range of
Disney holds a significant position and has an edge in audiences.
the worldwide theme park industry. There were 501 Disney's primary competency is strong IP. Disney
million visitors to the top 10 theme park groups in the can strengthen its intellectual property through
world in 2018, with 31.39% of those visitors coming acquisitions and mergers as well as independent research
from the Disney Group, which had 157 million more and development. The company's autonomous
visitors than the second-ranked Merlin Entertainment intellectual property is primarily founded on thorough
Group. Disney has a significant impact on the global market segment study, with a particular emphasis on the
theme park industry and has a much larger market share topic of love and family, as well as a precise
than any other company, having been the industry understanding of the demands of the female and child
pioneer and explorer. markets. For example, The Disney Princess line was
Disney theme park can always bring the most launched in 2001 as an advertising and marketing effort
interesting experience for visitors. Disneyland’s theme aimed at young girls [7]. Simultaneously, the firm sought
changes throughout the year. It consistently provides a to address the gap in the male intellectual property
fresh experience and is a major lure for return tourists. demand market by acquiring Marvel and Lucasfilm. This
For instance, fans of Elsa are the target audience for the move served to elevate the status of heroes, accentuate
Frozen theme. After the popularity of the Frozen movie the allure of men, and bolster Disney's brand recognition.
faded, the theme was quickly replaced by a new trend Disney developed a comprehensive IP segmentation
theme. Disney Parks implement a business strategy of strategy and progressively widened its consumer base
continuously adding new services, facilities and through in-depth market segment analysis.
attractions to attract repeat customers. Disney devotes the great majority of its resources
In recent years, the development and industrialization including time and money to producing branded content
of information technology has prompted the theme park of the highest caliber. At the same time, it makes the
industry to gradually form its own development trend. most of technology, first utilizing it to establish the
Science and technology are becoming more and more framework for superior products and then employing
significant. With the acceleration of science and increasingly sophisticated and focused methods of
technology and the increasing popularity of information reaching more audience.
technology and virtual technology, Disney continues to
improve the technological content of products and
4 Disney’s 4P marketing strategy
enhance the interaction between technology and tourists.
2
SHS Web of Conferences 188, 03011 (2024) https://doi.org/10.1051/shsconf/202418803011
ICDDE 2024
3
SHS Web of Conferences 188, 03011 (2024) https://doi.org/10.1051/shsconf/202418803011
ICDDE 2024