The Evolution and Challenge of Marvel's Communication Strategy in The New Media Environment

Abstract

The emergence of the new media period, against the backdrop of digitalisation and globalisation, has significantly altered traditional media communication modes and user consuming habits. As a world-renowned entertainment and media conglomerate, Marvel must constantly update its market strategy to meet the difficulties and opportunities presented by the current media landscape. This study examines the growth of Marvel's publicity strategy in the modern media landscape, as well as the challenges it encounters. With the rise of new media and the influence of COVID-19, among other considerations, Marvel must constantly change its marketing promotion plan to satisfy the demands of online streaming media platforms. This article summarises Marvel's present promotional methods and the main challenges that may be encountered in the new media environment, as well as the remedies, in order to serve as a reference for the cinema and television industries' marketing plans. These include expanding its content distribution on social media and streaming platforms, leveraging these platforms to improve viewer interaction and engagement, and developing film and TV series that combine with new media features to increase content appeal and viewer brand loyalty. Furthermore, Marvel should focus on cross-cultural product innovation, such as collaborating with local creators to co-create works with local cultural traits and tailoring its global content library to the needs of distinct cultural markets.