The Successful Business Strategy of Disney

Abstract

COVID-19 has severely damaged many industries. Some companies have been able to overcome difficulties, while others have failed as a result. In this situation, Disney not only overcame the difficulties but also enriched the audience. Therefore, this study takes Shanghai Disneyland, a subsidiary of Disney Company, as an example to identify the main factors that contribute to the long-term success of Disneyland and the reasons for overcoming difficulties. The purpose of this study is to analyze the reasons why Disneyland can attract tourists in the long term and the strategies for its application based on the changes in the characteristics of tourist groups during this period. Through analysis, it was found that Disney's increasingly diverse roles can generate identity among more tourists, and service facilities can allow them to immerse themselves in experiencing their roles. At the same time, rich marketing methods attract tourists to repeatedly play. Finally, this article uses consumer types as the investigation entry point to analyze the marketing strategies of Disneyland, providing a reference for other companies to design people-centered marketing.