FACTORS INFLUENCING BRAND IMAGE AND BEHAVIOR OF CONSUMERS OF THE XIAMEN MARATHON

ABSTRACT

DISNEY IS A LEADING GLOBAL CROSS-MEDIA ENTERTAINMENT GIANT. WITH ITS DIVERSIFIED  BUSINESS MODEL, DISNEY HAS ACHIEVED SIGNIFICANT SUCCESS IN FILM PRODUCTION, TELEVISION  PROGRAMS, THEME PARK AND RESORT OPERATIONS, PRODUCT SALES, AND MEDIA NETWORKS. DISNEY  NOT ONLY HAS STRONG CAPABILITIES IN CONTENT CREATION BUT ALSO EXCELS IN DISTRIBUTION  CHANNELS AND PLATFORM CONSTRUCTION. BY CONTINUOUSLY EXPANDING ITS DIRECT STREAMING  SERVICES TO CONSUMERS, SUCH AS DISNEY+, DISNEY IS ADAPTING TO THE CHANGES IN THE DIGITAL  AGE AND FURTHER CONSOLIDATING ITS LEADERSHIP POSITION IN THE GLOBAL ENTERTAINMENT MARKET. NEVERTHELESS, DISNEY STILL FACES MANY CHALLENGES, INCLUDING RISING COPYRIGHT COSTS,  THREATS FROM EMERGING COMPETITORS, THE IMPACT OF GLOBAL POLITICAL AND ECONOMIC  UNCERTAINTY, AND ADDRESSING THE LONG-TERM IMPACT OF THE COVID-19 PANDEMIC.  THEREFORE, AN ANALYSIS OF DISNEY'S FINANCIAL POSITION CONSIDERING THESE INTERNAL AND  EXTERNAL FACTORS WILL HELP ASSESS THE COMPANY'S INTRINSIC VALUE AND ITS FUTURE POSITION. BASED ON THE ABOVE BACKGROUND, THIS THESIS AIMS TO PROVIDE IN-DEPTH INSIGHTS INTO THE  CURRENT FINANCIAL SITUATION AND FUTURE DEVELOPMENT PROSPECTS OF DISNEY COMPANY THROUGH DETAILED FINANCIAL ANALYSIS