SHS Web Conf.
Volume 162, 20235th International Conference on Art, Design and Cultural Studies (ADCS 2023)
|Number of page(s)
|21 April 2023
Disney IP derivative product marketing--A case study of LinaBell
Wuhan Textile University, Wuhan 430073, China
* Corresponding author: 934010224@qq. com
In recent years, the culture of “cute things” has blossomed everywhere. People use cute things to cure their inner stress. Disney’s doll LinaBell has been widely spread for her cute appearance. Behind the popularity of LinaBell is the deep grasp of people’s inner emotions and the precise implementation of marketing strategy. As the derivative of Disney IP, how did LinaBell develop her own marketing strategy in the background with the characteristics of The Times and achieve success?
Key words: Disney IP / Marketing strategy / Inner emotion / LinaBell
© The Authors, published by EDP Sciences, 2023
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