Shanghai Museum and Disney Co-branding: A Field Dialogue of Emotional Marketing

This paper focuses on the brand co-branding cooperation between Shanghai Museum and Disney, aiming to explore the emotional marketing strategy and the logic of field interaction behind it.Through the analytical framework of field theory, we study the status and characteristics of the two parties in the cultural and creative industries, the design and development of the co-branded products, and the use of emotional marketing strategies, and analyze the capital flows and transformations, power relations and discourse hegemony, as well as the inter-field interactions and impacts of the cooperation.The study finds that the co-branding has realized the two-way transformation of cultural capital and economic capital, the cultural heritage of the museum injects depth into the Disney brand, the influence of the Disney brand helps the museum's cultural and creative products to expand the market, and the affective marketing strategy effectively evokes the emotional resonance of the consumers and enhances the sense of brand identity and willingness to buy.The conclusion of the study provides useful insights for cross-field cooperation in cultural and creative industries, i.e., through deep excavation of the cultural connotation and brand value of both parties, and precise use of emotional marketing, it can realize a win-win situation of cultural heritage and commercial value, and promote the innovative development of cultural and creative industries.