Research on Marketing Strategy of Consumer Psychology and Behavior --- A Case Sudy of Disney

Abstract

In this contemporary society, many brands rise and eliminate under this cruel social background. It is certainly challenging for a brand to make a sustain development in this kind of condition. In general, the fate of a brand is mainly determined by its consumers. Therefore, how to use certain marketing strategies to dominate consumers psychology is undeniably a crucial problem. Disney, as being a brand that has witnessed the growth of generations, but still successfully stands in peoples vision, provides a rare sample for the study of the relationship between consumer behavior and consumer psychology. This text will introduce Disney's success through the analysis of three progressive aspects, and finally to the psychological factors behind the market. By listing various consumer behaviors, this passage will find out several marketing strategies uses by this brand, in order to further discuss the corresponding consumer psychology behind certain brand strategy. Finally, the goal of certifying the necessary relationship between brand marketing strategy and consumer psychology will be achieved.