Analysis of Disney’s Marketing Strategy and Competitiveness —— Based on 4Ps Theory and SWOT Analysis

Abstract

The new epidemic has had a major impact on the global economy, resulting in many companies in the real economy out of business. However, it has also reinvigorated the entertainment media industry. Disney actively faced the challenges posed by the epidemic impact, carefully observed the changes in user habits, stepped into the streaming media industry, and achieved digital transformation. Using literature research and case studies, the author analyzes its marketing strategy based on the 4Ps theory, conducts a competitive analysis based on the SWOT analysis model, and makes recommendations for its future development. The research finds that Disney has achieved success with innovative products, reasonable and competitive pricing strategies, both online and offline places, and various ways for promotion. As a mainstream in the entertainment industry, it still has advantages in terms of brand, market share, and business modules, but disadvantages in terms of financial and market distribution. Meanwhile, as for the external environment, it should not only seize the opportunity to develop streaming media and localize and internationalize its film production, but also actively deal with the challenges brought by financial problems, epidemic problems, and business saturation.