市場營銷案例分析英文

1、精品CaseOne：XiangjiangWildlifePark1 CompanyIntroductionXiangjiangWildlifePark,locatedinGuangzhouProvince,isacomprehensiveprojectforthedevelopmentofthetourismresourcesinPearlRiverDeltaandpromotionoftheenvironmentalprotectionandinvestment.Itcombinesanimalandplantprotection,researching,culture,tourism,sc

2、ienceeducationasawhole.1.1 CompanyValues:Adoptacustomer-orientedmentalitywhenprovidingserviceTreateveryonesincerelyandpassionatelyKeepmovinginharmoniousEnjoyhappinesstogether2 BackgroundXiangjiangWildlifeParkofficiallyopenedtothepublicwhentheAsianfinancialcrisishadgivenanegativeeffectonChinaeconomy.

3、Themarketoftourismisnotoptimisticduringthattime.However,inthefirstyearitopenedtheparkhascreatedseveralmiraclesintourismindustry:Hostmorethan80000touristsonthefirstdayitopened,serve30000studentsonaspringtripandfirstlyachievehighestrecordofhostingmorethan3000000touristsbythefirstyearitopened.Thereason

4、whyXiangjiangWildlifeParkcanmakesuchabigsuccessisthattheparkhasimplementedproper“IntegratedMarketingCommunications”.IntegratedMarketingCommunicationsistheconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliverclear,consistentandcompellingmessageaboutorganizat

5、ionanditsproducts.(Kotleretal.1999)3 TheactionstakenbyXiangjiangWildlifePark3.1 Establish“wild&interesting”sceneryspotsEstablish“wild&interesting”sceneryspotswhicharemuchdifferentfromothersaccordingtotouristsmentalityseekingnew,strange,specialandinterestingthings.(1) Constructwithhighstartan

6、dhighstandard.Theparkspecializeonmassivecrocodilebreedingandwatchingandcharacterizewithlargeamountoffree-roaminganimalsfeatures,meanwhilecombiningwithavarietyofanimalshowsanduniqueflavorandstyleoffood.(2)Highlighttheslogan"returntonature".Theparkreplacethetraditionaltrenchheavyironcagewith

7、glassandditchinordertominimizethedistancebetweenhumanandanimal,manandnature.(3)Payattentiontoenvironmentallandscape.Buildnaturallandscapeperfectlycombinedwithanimalsandplants.(4)Breakthetraditionalmonotonyzooexhibitionmodeandmakefulluseofmoderntouristattractionsserviceandentertainmentfunctions.Thepa

8、rksetsupaparrot,elephant,beastperformancefield,aswellastheworld'slargestCrocodileshowfield.(5)Followtheconsumer-orientedrules,respecttheconsumer'sexpectedcostandconsumptionhabits,alwayspayattentiontoreacheffectivecommunicationprinciplewithconsumersanddeveloptheparkaccordingtoconsumersneeds.T

9、heparkemployedprofessionaladvertisingcompanyintothepark.Withthehelpofprofessionalassistance,theMarketingDepartmentandPublicRelationsDepartmenthasdonelotsofmarketinvestigationandenvironmentaldesign,andplannedseveralintegratedmarketingcommunicationactivitieswhichhasbroughtpositivesensationaleffects.3.

10、2 StartfromtheenvironmentAccordingtotheidea"whatconsumerswant,whatweoffer",theparktrytheirbesttomeetconsumersrequirements.Becausethewildlifeparkisnottheplaceonlyforpeopletowatchrareanimals,butalsotheplacewhichallowpeopletorelaxandentertainment.Walkingintothepark,youcannotonlywatchavarietyo

11、frareanimals,butalsocanseetheflowersgarden,fruitdecoratedbranches,melonshangingscaffolding,watersidepavilions,springsforest,vegetationandtrees.Alltheseelegantscenerymakeurbanpeoplewhohavelivedinreinforcedconcreteconstructionforalongtimereallyappreciatethenatureofthe"Wild&Interesting".O

12、nthebasisofthemodernentertainmentandservices,theparkgivefullplaytothefunctionofthemoderntouristattractions:Therearefiveanimalperformancesforvisitorstakingturnseveryday,parrots,elephants,wildbeasts,tigersandcrocodiles,whichmakethetouristsopentheireyes.Asaresultofthat,theparkgetonemorefunctionofacircu

13、s.Meanwhiletherearealsomanystylesoffastfoodrestaurants,afoodstreet,adessertgallery,aswellastheChina'sonlycrocodilerestaurant.3.3 FocusonwhitetigerSeveralmarketingstudiesshowthatlockingthefocuscanleadtohigheradvertisingeffectiveness.Sotheparkcomeupwiththemarketingidea"justsayonething".A

14、saresultofthat,theparkchosethesacred,powerfulandrarewhitetigerasitsimagespokesman.Thetiger-relatedactivitieshavealwaysattractedlargeamountofattentionandarousedmediascoverage.MoreoverthewhitetigertroupefromtheUnitedStatesmakestheparkevencrowdedoftourists.WhiteTigerimagehasleftadeepimpactonpeople.Peop

15、lewillthinkoftheXiangJiangWildlifeParkwhentalkingaboutthewhitetiger.Theparkticketsandthelargestoutdoorpostbillboardsamongprovincebothusethewhitetigerasmaincharacter.3.4 DrawsupportfrommediatodopublicrelationshipTheparkisgoodatcapturing"goldenopportunity"ofadvertising.Theparkcarefullyplanne

16、daseriesofpublicrelationsactivitieswhichattractedintensepublicattentionandactiveparticipationInthiswayitcangethelpfromthemassmediatoplayastronginfluenceonpublicopinion.Whentheparkopened,theMissChinacampaignwasunderway.TheTVshowisrecordedinthepark,inwhichtheMissChinaperformedwithseveralanimalsinthewi

17、ldlife.Theaudiencearedeeplyimpressedbythebeautifulnaturalsceneryinthepark.AndthustheXiangjiangWildlifeParkhasbecomeanovernightsuccess.Inaddition,"theanimalworldinchildrenseyes"drawingcontestandphotographycontest,heldbytheparkontheInternationalChildren'sDay,madeaperfectcombinationofarta

18、ndeducation.TheactivityishighlyacclaimedbythemassmediaandpeoplecannothelpfocusingontheXiangjiangWildlifePark.3.5 ActivelyparticipateinpublicbenefitactivitiestopromotetheimageoftheparkXiangjiangWildlifeParkhasalwaysstressedonfinancingandorganizingvarioussocialwelfareactivitiessinceitopened.Theparkhas

19、implementedthefreeticketpolicyfortheelderly,youngchildrenandpeoplewithdisabilitiesintothepark.Sofartherehavebeenover300000peoplewhohaveenjoyedenteringtheparkfreeofcharge,andthenumberofteenagerswhoentertheparkwithhalf-pricealsoexceeded200000.Inaddition,theparkfocusedonanimalprotection,research,cultur

20、e,scienceandeducationprograms,forwhichtheparkequippedwithanumberofscientificandtechnicalresearchersandalsoinvitedforeignanddomesticexpertstocometotheparkgivingpeoplelectures.Asaresultofthat,touristswhocometovisittheparkcanlearnmoreabouttheecologicalbalanceandthinkmoreofoursurvivalenvironment.Xiangji

21、angWildlifeParkstarttoestablishtheirownlong-termimageatahighscaleoflevelandwinconsumersheartbyfocusingonthepublicbenefitactivities.4 AnalysisandconclusionThesearethevaluesthatguideourbusiness,ourproductdevelopment,andourbrand.They'rewhatwelookforineveryemployee.Asourcompanycontinuestoevolveandgr

22、ow,thesefivevaluesremainconstant.Thekeyoftheparkssuccessliesinthattheparkstressedonaswellasinsistedonitscompanyvalueandachievedefficientintegratedcommunication.Thecompanyvaluesserveasacompassforouractionsanddescribehowwebehave.Theyguidethewayweworkwithourbusinesspartners,withinourcommunitiesandwithe

23、achother.Companyvalueshelpcompaniesinthedecision-makingprocesses.Asthecorevalueoftheparkiscustomer-oriented,allactivitiesoftheparkaremarket-centeredandconsumer-centered.Theyusewhatconsumerneedsanddesiresasastartingpointandtrytomeettheirneedsthroughrelevantandefficientadvertising,publicrelations,prom

24、otionsandmarketing,mediaandothermeansofcommunicationandorganicallyintegration.Inthiswaytheyhaveachievedlong-termbusinessinterests.Forexample,accordingtotouristsmentalityseekingnew,strange,specialandinterestingthings,theparkestablish“wild&interesting”sceneryspotswhicharemuchdifferentfromothers.Co

25、mpanyvalueseducateclientsandpotentialcustomersaboutwhatthecompanyisaboutandclarifytheidentityofthecompany.Especiallyinthiscompetitiveworld,havingasetofspecificcompanyvaluesthatspeaktothepublicisdefinitelyacompetitiveadvantage.XiangjiangWildlifeParkelaboratelyplannedaseriespublicactivitiesthatcancaus

26、eintensepublicinterestandactiveparticipation,whichhadastronginfluenceonpublicopinion.Atthesametimethecompanycarriedout"greenmarketing"andinsistedontheprincipleofharmoniousdevelopment.Withthegrowingemphasisonarangeofsocialandenvironmentalproblemssuchasecologicalbalanceandenvironmentalprotec

27、tion,"greenbusiness"willbecomeincreasinglypopularamongconsumers.Theparktrytoresonatewithconsumersbyexpressingthevoicesofconsumersonacommonissue.Companyvaluesarebecomingprimaryrecruitingandretentiontools.Asanenergeticwarmfriendlycompany,theparkattractslargequantitiesofskilledemployerswhohol

28、dthesamevalueasthecompanytoworkforit.Differentfrommostcases,parksarehardtoattracttalentsduetothedistantworkinglocation.Withthehelpoftheenthusiasticandtalentworkers,theXiangjiangWildlifeParkstandasagiantandgrowfastinhisfield.CaseTwo：AlibabaGroup1 CompanyIntroduction1.1 AlibabaGroupintroductionAlibaba

29、GroupisaprivatelyownedcompanyofInternet-basede-commercebusinessincludingbusiness-to-businessonlinewebportals,onlineretailandpaymentservices,ashoppingservices.In2012,twoofAlibabasportalstogetherhandled$170billioninsales,morethancompetitoreBayandAcombined.Thecompanybeganin1999withthewebsiteA,abusiness

30、-to-businessportaltoconnectChinesemanufactureswithoverseasbuyers.Itsconsumer-to-consumerportalTaobao,similartoeBay,featuresnearlyabillionproductsandisoneofthe20most-visitedwebsitesglobally.AlibabaGroupssitesaccountforover60%oftheparcelsdeliveredinChina.Alipay,anonlinepaymentescrowservice,accountsfor

31、roughlyhalfofallonlinepaymenttransactionswithinChina.ThevastmajorityofthesepaymentsoccureusingAlibabaservices.1.2 Dream,mission,visionandvaluesDream:CreateadifferentworldthroughthedevelopmentofnewbusinessmodeMission:TomakedoingbusinesseasyVision:ThroughthedevelopmentofIT,solvetheproblemsofsmall-firm

32、sprocurement,marketing,managementandfinancingValues:ClientisGod.Providethebestservicetothecustomersandmaintaintheimagesofthecompany.Collaboratetogether.Shareresourcetogetherandtakeresponsibilitytogethersothatmanycommonpeoplecandouncommonthings.Hugwithchanges.Whensomechangeshappenweshouldadaptitandso

33、lveitrationally.Whensomethingalwaysimmutableandfrozenweshouldcreatemorechangesbravely.Honesty.HonestyisasignificantvalueinChineseculture.Passion.Keeppositiveandnevergiveup.Workdedicated,finishworkontime,insistonlearningtoimproveandusetimeproperly.2 BackgroundAsAlibabahaslaunchedvariousservicessystem

34、sitishardtoanalyzethematthesametime.WefocusonstudyingthecaseofTmalltoseehowcompanyvalueandmarketingcommunicationstrategyworkforthesuccessofTmall.TwasintroducedinApril2008asabusiness-to-consumeronlineretailplatformtocomplementtheTaobaoconsumer-to-consumerportalandbecameaseparatebusinessinJune2011.Aso

35、fOctober2013itwastheeighthmostvisitedwebsiteinChina,offeringglobalbrandstoanincreasinglyaffluentChineseconsumerbase.3 TheactionstakenbyAlibabaGroup3.1 PublicrelationsPublicrelationsemphasizetwo-waycommunicationbetweentheenterpriseandthepublic.Thepurposeistoestablishmutualunderstandingbetweenenterpri

36、seandpublic.Publicrelationscanbedistinguishedfromcustomerrelationsbecauseitsconcernsgobeyondthecreationofmutuallybeneficialrelationshipswithactualorpotentialcustomers.(1) Renamefrom“Taobao”to“Tmall”.Reestablishthebrand.OnJanuary11th,2012,“Taobao”mallofficiallychangeditsnameto“Tmall”.Thiswordscomesfr

37、omChinesehomophoniccat.Catwaspickyonquality,brand,environment,whichrepresentsfashion,sexyandquality.Thisispreciselywhattheywanttobuildwiththenewbrand.Meanwhile,thechangeofitsnameistolettheconsumerbecleareraboutthepositioningofthiswebsite.Onthisplatform,consumerscanshopmoreeffectivelyandgetgoodqualit

38、yproducts.(2)TmallannualfestivalThe“Tmallannualfestival”markedthestartofTmallindependentbrand.Sincethen,Tmallcanshowtheirbestaccordingtotheirownpersonalorientation.Atthesametime,withtheaidofsuchadistinctivebrandimage,thebrandinfluencewasimproved.(3) AdjusttherelationshipwiththemerchantsOnOctober2011

39、,taobaomallannouncednewrulesfor2012,toincreasethedepositfrom10000yuanto50000,100000,150000,threelevels.Thetechnicalservicefeeraisedfrom6000yuanayearto30000and60000yuanayear.Withhighdeposit,thethresholdoftheenterprisesisraisedupsothatproductqualityandconsumersrightareassured.Atthesametime,Tmallpromis

40、edtoofferthebestplatformandservice,alsotorulemerchantstodolegitimatebusiness,withoutdamagingthebenefitsofconsumers.Otherwisemerchantswillbepunished.Aseriesofactionsfromtheperspectiveofconsumerswillinexchangeforconsumerstrustandloyalty.Inthisway,Tmallgetdoublewinwiththeconsumers.3.2 AdvertisingAdistr

41、aditionallydefinedasanypaidformofnon-personalcommunicationaboutaproduct,aserviceoracompanywiththeintentiontoselltheproductorserviceortoinfluenceopiniononandattitudestowardstheproduct,serviceorcompany.Eachoftheelementsinthisdefinitionmeritsabriefexplanation.Advertisingmarketingcangreatlyimproveproduc

42、tpopularity,promotethebrand.Tmall,ofcourse,madealoteffortsinadvertising.(1)TVadvertisingInthetelevisionAD,Tmallutilizecelebrityeffectandpromotiontopushpublic.Especiallyduringfestivals,peoplewillbuyalotdiscountproductsonline,whichbringsbillionsofincome.(2)OnlineadvertisementOntheinternet,Tmallisanint

43、ensiveplayer.Theytakeeveryopportunityinalmostallnetworkactivities.Suchpractices,suchasbufferadvertismentsometimeshavesideeffectsonconsumers.However,someotherniceradvertisement,willstimulateconsumersshoppingenthusiasm.(3)SponsorTmallsponsoredHunanTVprograms,suchassoapseries.ThereasonTmallselectHunanT

44、Vastheirsponsoringsubject,istheyhavestrongbrandeffect,whichwilldefinitelyhelppromotion.Ontheotherhand,withabigpopulationwatchHunanTV,thebrandwillbeknownbymorepeople.Inaddition,20oclockisthetimethatmostaudiencearehousewivesandyouthchasingidoldrama,alsoincludesomewhite-collarstaffs.Thesepeoplearethema

45、inforceofonlineshopping.Thedirectional,targetedadvertisementtothisgroupisanintelligentchoice.3.3 SalespromotionSalespromotionisagoodwaywhichusesincentivestoattractconsumerstobuytheproductofproducts.ThemarketingmethodworkswellforTmall.Basicallytherearetwofollowingways:(1) Holidaydiscounts.Suchas11thN

46、ovemberistheshoppingcarnivalofTmall.Allproductsare50%discountoff,whichbringalotofbuyerscomingonline.Thisactivitystimulatedbusinesstransactionsalot.(2)MembershipYoucandirectlyregisterasafreememberofTmall.Inthisway,consumersandshopownersareconnected.Memberscangetcredit(creditscanusedtobuycertainproduc

47、ts),returnsecurity,birthdaygiftbagandetc.Membershipoffersmanypreferentialdiscounts,sothatconsumerswillbeloyalty.AlloftheseplaysakeyroleinthedevelopmentofTmall.4AnalysisandconclusionTmall,asChina'smostrepresentativeB2Cwebsite,leadsbusinessmentoshiftfromstoremanagementonetworkoperation.Mostserieso

48、fbrandspayattentiontotheonlinetradingplatform,whichisconsideredtobeanimportantmeansandwaytoachievestrategictransformation,brandextension,channelexpansionandtowincustomers.Inmyopinion,themainreasonforthesuccessofTmaillareasfollowingthreepoints:(1)Accuratepositionofservice“Atfirst,theturnoverofTmallis

49、notpositiveduetothereasonthatitsserviceorientationisnotclearandnoonehastakentheinitiativetostudywhatitsstrengthsare,whatarethecustomers'needs.Whereas,therewillbeaturnoverofaround200000RMBeachmonth.Butweneedtogiveusaclearpositioningofservice,weneedtoknowwhatweareselling,thenwhatwecanget.Throughth

50、edataanalysis,wemadesomechangesofourproducts.Laterbasedonthefeedbackofourcustomers,weclearthepositionofourservices.ThereasonofTmallssuccessliesintheaccuratepositionofitsservice:upholdthevaluesofthecompany,"customerscomefirst,embracechange,teamwork,integrity,dedicationandpassion,"withthewho

51、lenewmeaningtobuildanewB2Cserviceplatform,andtopromoteintegrated,livelyandefficientonlinetradingculture.Byintegratingthousandsofbrands,manufacturersandbuildingaone-stopsolutionbridgebetweenbusinessesandconsumers,TmalltrytoupgradetheTaobaoplatformto"everywhere"win-winsituationplatformsbetwe

52、ensupplyanddemandofconsumer.Trytocreatemutualassistanceandlively,family-tradingenvironmentsothateachpersonintheTmallcannotonlyconducttransactionsmorequicklybutalsotomakemorefriends.（ 2） PositiveenterprisecultureAnotherreasonofTmallssuccessistoownagroupoflike-mindedtalentstofightforit.Sinceitsopening

53、,thecompanyhasbeenconstructingtheorganizationaroundthecompany'scorporatevaluesforalongtime.AsaresultofthatTmallhasformedaclearefficientorganizationalstructurewithvariousdepartmentscooperatinganddivision.Whenfacingofnewopportunitiesandchallenges,thecompanycanresponseandreactefficientlyandsensitiv

54、ely,aswellasfiguringoutsolutionsquickly.Inhumanresourcemanagement,Tmalldevelopedastrictmanagementsystemandtherulesofincentivesanddisincentives,whilealsogivingademocracyliberalwarmworkingatmosphere,asaresultofthatfullymobilizetheenthusiasmofthestaffwork.（ 3） Efficientintegratedmarketingcommunications

55、strategyTmallcombinespublicrelations,advertisingandsalespromotionnicely,managesalltheinformationresourceaboutproductsandservice,keepstheprincipleof“conveythesamevoice,establishoutstandingimage”,whichhelptheconsumersandpotentialconsumerstouchtheintegratedinformation,sothattheywanttobuyandevenkeepbuyi

56、ng.Byrenaming,brandcarnivalandtheadjustmentofrelationshipwithmerchants,Tmallhasimprovedtheirbrandimageandstatus,gotridoftheoncecheap,lowqualityproductsimage,andrebuiltfashion,sexy,qualityastheirnewimage.Secondly,theyvigorouslypushforwardthepromotiontotargetedconsumers,withtheaimofimprovingbrandpopul

57、arityanddevelopment.Thirdly,throughthesalespromotion,consumersarestimulatedtobuy,atthesametime,throughmembership,furtheraddweightforstrengthencustomerloyalty.Inaword,allofthesemethodsareusedforthedevelopmentandprosperousofTmall.5 WhatIlearnfromthisassignmentBytalkingwiththetwosalesstaff,Irealizedthatalong-termintegratedmarketingcommunicationsisapersuasivecommunicationplanningprocesstoimplementdifferentstrategiestocustomersandpotentialcustomers.Themostimportant