Disney Digital Marketing Strategy Analysis in China

DOI

10.2991/978-94-6239-801-6_118How to use a DOI?

Keywords

Disney Company; Digital Marketing Strategy; Search Marketing; Display Marketing; Social Marketing; Customers

Abstract

With the rapid rise of the entertainment industry in the Chinese market, it is becoming increasingly important to understand how an international company is adapting their marketing strategies to better fit into the local market. This study examines The Walt Disney Company’s marketing strategy in the Chinese market, focuses on its changes in products, marketing methods, and how it supports the brand’s local expansion and consumer engagement. Using the 4Ps marketing paradigm, the study first explains Disney’s product supply, segmentations, pricing, and promotion in the Chinese market. Furthermore, by using digital marketing strategy analysis approach, the effectiveness of the three digital marketing channels adopted by Disney in the Chinese market is broken down in details. The findings show that search marketing effectively converts high-intensity leads, while display advertising focuses on raising brand awareness and local social media platforms like Douyin and Red Book improve engagement through narrative and user-generated content. The paper indicate that Disney is able to position itself in China’s competitive entertainment industry by combining localized brand experiences with data-driven digital marketing. In order to improve the marketing efficacy and brand competitiveness, this research also offers some potential modifications to digital tactics based on the research findings.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Helene Zhou
PY  - 2026
DA  - 2026/10/23
TI  - Disney Digital Marketing Strategy Analysis in China
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1138
EP  - 1146
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_118
DO  - 10.2991/978-94-6239-801-6_118
ID  - Zhou2026
ER  -