Practice and Insights of Marvel's Promotion and Marketing Strategies from the Perspective of IP Life Cycle

Abstract

With the industrialization of the cultural industry, IP has transcended the form of single works such as novels and comics, and developed into a content ecosystem covering multiple media including comics, films and TV series, as well as multiple scenarios like cinemas, home TVs and theme parks. The IP Life Cycle Theory, derived from Vernon’s Product Life Cycle Theory and later extended to the IP field, divides IP development into four stages: Incubation, Growth, Maturity and Continuation. Due to significant variations in IP characteristics, market demands and audience needs across different stages, targeted promotion and marketing strategies are required to maximize IP value. This paper takes Marvel, a global benchmark in IP operation, as a case study to analyze its marketing practices in each stage. It finds that Marvel’s success lies in the precise alignment between its strategies and the IP life cycle stages, which also confirms that the IP life cycle can be artificially extended through dynamic marketing. The study further provides insights for other IP operations, including the adoption of stage specific strategies, adherence to content led marketing and active embrace of innovation.