From Disney to Lina Bell: Research on IP Incubation and Market Penetration Strategies

Ziqing Shao

doi:10.54097/66ybbs91

Authors

Ziqing Shao

DOI:

https://doi.org/10.54097/66ybbs91

Keywords:

IP incubation, market penetration strategy, Disney, LinaBell, Lightweight IP.

Abstract

Against the backdrop of fierce competition in the global entertainment industry and the constantly changing consumer demands, this paper focuses on the development of Disney's IP ecosystem and its character LinaBell. This paper uses research methods such as comparative analysis and the 4PS model, it analyzes IP incubation and market penetration strategies. The study finds that Disney has built a full-industry chain ecosystem with its century-long history of IP incubation. LinaBell, as a localized and lightweight IP in China, has rapidly risen, and it represents an innovation and development of traditional Disney products in terms of product, price, channel, and promotion. Although LinaBell has achieved success among young groups, it has deficiencies in the depth of its story, product expansion, and global market layout. The research conclusion shows that LinaBell can enhance its influence and commercial value by deepening the story background, optimizing products with new technologies, strengthening the online-offline linkage, promoting fan co-creation, and implementing precise marketing. Its success provides a useful reference for the IP incubation and market penetration of other brands.

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