Research on the Optimization of Shanghai Disneyland's Marketing Strategy: A 4P Theory
Research Article
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Research on the Optimization of Shanghai Disneyland's Marketing Strategy: A 4P Theory

Zizhuo Chen 1*
1 Nanjing Xianlin Foreign Language School
*Corresponding author: kzz20080119@gmail.com
Published on 14 October 2025
Journal Cover
AEMPS Vol.225
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-385-7
ISBN (Online): 978-1-80590-386-4
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Abstract

In recent years, Shanghai Disneyland has consistently attracted a large number of domestic and international tourists. This widespread popularity is closely linked to its marketing strategies. This study selects Shanghai Disneyland as a case study and, based on the 4P framework of marketing (product, price, place, promotion), employs a combination of literature review and case analysis to investigate the current implementation status and existing challenges of its marketing strategies. The findings reveal several issues: at the product level, there is a prolonged interval between facility updates and insufficient coverage of diverse customer segments; at the place level, an excessive number of ticketing platforms, inconsistent discount policies, and inadequate service attitudes among staff are observed; regarding promotion, although marketing campaigns have successfully boosted popularity, there remains room for improvement in terms of creativity and the integration of local and Disney elements; at the price level, the significant price disparity between peak and off-peak seasons has led to consumer perceptions of high costs relative to the experience. To resolve these challenges, recommendations include enhancing park management and regularly updating facilities to improve the product strategy; standardizing discount policies and expanding market outreach to optimize the place strategy; reducing reliance on scarcity marketing, deepening the integration of local culture with Disney elements, and improving service attitudes and after-sales efficiency for the promotion strategy; and establishing a more balanced pricing mechanism to enhance consumer satisfaction and reduce disputes for the price strategy.

Keywords:

4P Theory, Shanghai Disneyland, Marketing Strategy

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Chen,Z. (2025). Research on the Optimization of Shanghai Disneyland's Marketing Strategy: A 4P Theory. Advances in Economics, Management and Political Sciences,225,30-36.

References

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Cite this article

Chen,Z. (2025). Research on the Optimization of Shanghai Disneyland's Marketing Strategy: A 4P Theory. Advances in Economics, Management and Political Sciences,225,30-36.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICEMGD 2025 Symposium: Resilient Business Strategies in Global Markets

ISBN: 978-1-80590-385-7(Print) / 978-1-80590-386-4(Online)
Editor: Florian Marcel Nuţă Nuţă, Li Chai
Conference website: https://2025.icemgd.org/CAU.html
Conference date: 20 September 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.225
ISSN: 2754-1169(Print) / 2754-1177(Online)