Disney Market Positioning Analysis and Competitive Strategy Research

Abstract

As the most successful theme park in the world, Disneyland, with its world-class brand influence and appeal, has repeatedly set off a wave of Disney tourism storms worldwide, creating a unique and unparalleled travel experience. Tourists who come here have fully experienced the sensory stimulation and travel experience that cannot be simulated or replicated in the fairy tale world, the kingdom of dreams, and the sea of joy in Disneyland. Come again, come again soon. At present, Disneyland has achieved great success in Asia, which is related to the marketing strategy model adopted by Disneyland in Asia. Therefore, based on this background, this paper takes Shanghai Disneyland as an example to study the current marketing status of Shanghai Disneyland. Under the guidance of the 4P theory, it proposes a strategy to optimize the marketing model of Shanghai Disneyland. Through those, Shanghai Disney Park will continue to increase revenue and visitor traffic through excellent strategies such as product optimization strategy, tickets and price optimization strategies, channel strategy optimization, promotion strategy optimization.