Author(s)

Jingyan Huang, Jiayi Li, Yumo Li

Corresponding Author

Jingyan Huang

ABSTRACT

Disney is one of the world’s most successful companies in both the film and amusement park industry. Despite its success in the past decades, it simultaneously faces numerous challenges and problems. This study reviews the development history of Disney and Disneyland and conducts a SWOT analysis to reveal the business situations and market environment it is currently embedded. Based on our analysis, it is found that Disney has substantial competitiveness in its brand image and brand equity featured by its renowned intellectual properties. However, it also encounters a huge competition and uncertain external factors like COVID-19 and social political disputes. Based on these findings, an array of suggestions is put forward in this study aiming to optimize the business operation of Disney in the future. Regarding the contributions, this study practically shed light on the business development of industrial branding and management for the entertainment and film industry players.

KEYWORDS

Marketing, Social media communication, Brand image optimization, SWOT Situational analysis, Disney