Superhero Meets Princess: New Commercial Opportunities Obtained by Walt Disney’s Acquisition of Marvel

Abstract

The value of the culture and entertainment industry has become increasingly demanding, competition among enterprises has become more intense. As one of the oldest entertainment companies, Disney has expanded its business footprint by acquiring content companies such as Marvel. This article uses Marvel as a typical acquisition target and analyzes whether the decision of merger and acquisition is sufficient for Disney's development. The article first introduced the basic situation of Disney and Marvel's companies and analyzed the impact of Disney's frequent mergers and acquisitions from the perspective of economic and industrial content. The author uses the SWOT model to study the opportunities and challenges that Disney will encounter in its future development. The research ideas and framework of this article hope to have great reference value for the development methods of the cultural and entertainment industry in the future.