Author(s)

Keer Fang, Yuehan Lu, Tianyun Mao, Jiayi Tang

Corresponding Author

Keer Fang

ABSTRACT

For the initial purpose, Disney in China want to enhance a more organic creation of growth of Disney parks and resorts in China, more appealing to Chinese market, and attract the overall age group including elderlies, due to limited access of Disney’s work to Chinese middle-age population. This essay utilizes SWOT to analyze the strengths, weaknesses, opportunities, and threats that the corporation Disney faces in China in the status quo. This essay will focus on how Disney can strengthen its position in China under the compelling atmosphere in present China through the strategic management demonstrated through the enterprises’ reflection of its plans. Moreover, this essay brings up the overall positive impact through its action in raising brand awareness in China not only towards the consumer group of Children but also towards elders. As a result, the conclusion this essay comes up with can be summarized by the importance of brand awareness in China. It can be achieved by the possible strategy in expanding the resorts and entertainment park’s target audience, and the methods are dependent on the analysis of the strategic management of Disney’s resort market in China. This essay can contribute to the suggestion towards strengthen the IP’s place in China and consequently raising Disney’s revenue.

KEYWORDS

COVID-19 Pandemics, Disney Resort Market, China, Strategic Management, SWOT