Analysis of market trends and marketing strategies of film and television companies based on the 4C theory: Taking Universal and Disney as examples

Abstract

Today, the film and television market has become an important engine of global economic growth. The market size continues to expand, and major film and television companies have emerging marketing methods in an endless stream. However, with the innovation and advancement of technology and the ever-changing consumer demands, film and television companies also need to continue to innovate, combine marketing methods, accurately position different consumers, and open up diversified markets to improve their own competitiveness. Based on the current situation of the film and television market, this paper selects the representative Universal Pictures and The Walt Disney Company as the research objects, Systematic analysis of how film and television companies can accurately grasp customer needs based on the 4C theoretical model, propose consumer-oriented marketing suggestions through in-depth market research and data analysis, help film and television companies stand out in the fierce market competition, achieving sustainable development. At the same time, we also hope to inspire the film and television industry to think deeply and explore new marketing concepts in practice, and jointly promote the prosperity of the film and television industry.