Research on Marvel Studios’ Product Marketing Strategy in the New Media Environment

Binhai College, Nankai University, Tianjin, 300270, China

^* Corresponding author: 196081204@mail.sit.edu.cn

Abstract

With the end of the COVID-19 pandemic worldwide and the rapid development of the film and television industry in the new media environment, it is valuable to study how to conduct targeted product marketing strategies in the new media environment. This paper takes Marvel Studios, which is well-known worldwide, as the research object, and analyzes it through the SWOT analysis method and with actual cases. Multi-faceted linkage, new media promotion, and cross-cultural communication are all means of Marvel’s marketing in the new media environment. It has fully used I.P. advantage, egg marketing, new media publicity, and cross-cultural communication strategies to create a sustained appeal and influence the film brand. The Chinese film and T.V. industry can learn from the successful experience of Marvel Studios and work on building a linkage platform, strengthening new media promotion, improving story quality, and creating globalized films to achieve better development.