Research on the Disney’s IP Brand-building Process and Shaping Tactics

Abstract

With the development of streaming media and the Internet in recent years, everyone can produce original content, and the audience’s taste is gradually becoming discerning. This “content is king” environment also affects the film industry. Disney is the studio with the most IPs out of the six main Hollywood studios. However, it will still challenge the continuous output of quality original content. Some researchers have analyzed Disney’s past operation mode of IP in the traditional media environment. Still, there is a research gap for a new brand-building process and tactics to cope with the mobile internet era of pan-entertainment and the explosive growth in the number of users of self-media platforms. Based on several statistics and case studies, this study emphasizes the growth determinants of the new FMCG IP and focuses on the structure and development model of Disney’s IP industry. The study finds that the birth of the internet and the technological revolution have shattered the monopoly of traditional media empires and established a more direct connection with audiences. At the same time the development of the internet has also led to the creation of FMCG ip LinaBell, this type of ip can greatly reduce the cost for the creation of ip stories and content. The success of Lina Belle in the Asian market has brought great reference to the entertainment film industry in shaping the ip strategy.