Shuyun Lyu

Shuyun Lyu

31 Oct. 2022

Disney, Marketing strategies, Females.

Ranking fourth on Fortune's 2020 list of the world's most admired companies, the Walt Disney Company has enduring management approaches and marketing strategies. Among all kinds of marketing strategies applied by Disney, this paper puts the focus on the female groups which are the primary consumers of Disney theme parks in China. By reviewing published articles and studies, this paper examines the marketing approaches used by Shanghai Disneyland from the angle of experience marketing and media marketing. Finally, this paper finds that these strategies are well applied in different situations of marketing on female groups, especially women born in 1990s. As female group is the prime target consumers with great consumption potential, Disney should convey positive values and ideas while marketing. At the same time, these cases also provide references for other commercial marketing strategies and the positioning of target consumer groups.

© 2022, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license