The Effect of Marketing Strategy and Life Style on Customer Loyalty Heyan Dai, Vuttichat Soonthonsmai
Rajamangala University of Technology Krungthep
Abstract
Disney resort in mainland China, Shanghai Disneyland, masterfully blends the enchanting magic of Disney with elements of rich Chinese culture, creating an unparalleled and captivating experience for visitors of all ages. The success of Shanghai Disneyland is the result of many factors, among which effective marketing strategies are crucial to influencing customers^ cognition and behavior. This study starts with the marketing strategy of Shanghai Disneyland and the lifestyle of customers. In marketing, the widely adopted 7P framework (Product, Price, Promotion, Place, People, Process, and Physical Evidence) has been proven helpful in designing and implementing successful marketing campaigns. Furthermore, the importance of customer lifestyles in shaping consumer preferences and decisions cannot be underestimated. Individuals^ unique consumption habits, deep-rooted values, and specific life stages significantly affect their choices and interactions with leisure and entertainment products. This study explores the influence of Shanghai Disneyland^s marketing strategy and customer lifestyle on customer loyalty and provides a reference for the theme park^s marketing strategy. Data were collected through an online questionnaire and then analyzed using the SPSS program. Research has found that marketing strategies and lifestyles impact customer loyalty.
Keywords: Marketing Strategy, Shanghai Disneyland, Life Style, Customer Loyalty
