场营销案例分析英文

1、v1.0可编辑可修改Case One : Xiangjiang Wildlife Park1 Company IntroductionXian gjia ngWildlife Park, located in Guan gzhou Provin ce,is acomprehe nsive project for the developme nt of the tourism resources inPearl River Delta and promotio n of the en vir onmen tal protecti on andin vestme nt. It comb ines

2、ani mal and pla nt protecti on,researchi ng, culture,tourism, scie nee educati on as a whole.Compa ny Values:Adopt a customer-orie nted men tality whe n provid ing serviceTreat every one sin cerely and passi on atelyKeep movi ng in harm oniousEnjoy happ in ess together2 Backgr oundXiangjiang Wildlif

3、e Park officially opened to the public when theAsian financial crisishad given a negative effect on China economy. Themarket of tourism is not optimistic during that time. However, in the first year it opened the park has created several miracles in tourism industry:Host more than 80000 tourists on

4、the first day it opened, serve 30000 students on a spring trip and firstly achieve highest record of hosting more tha n 3000000 tourists by the first year it ope ned. The reas on whyXiangjiang Wildlife Park can makesuch a big success is that the park has impleme nted proper“ In tegrated Marketi ng C

5、ommuni cati ons”.In tegrated Market ing Communi catio ns is the con cept un der which acompa ny carefully in tegrates and coord in ates its many com muni cati onschannels to deliver clear,consistentand compellingmessage aboutorganization and its products.(Kotleret3 The actions taken by Xiangjiang Wi

6、ldlife Park“wild & interesting” scenery spotsEstablish “wild & interesting”scenery spots which are muchdiffere nt from others accord ing to tourists' men tality seek ing n ew,stra nge, special and in terest ing thin gs.(1) Con struct with high start and high sta ndard. The park specializ

7、e on massive crocodile breedi ng and watchi ng and characterize with largeamount of free-roaming animals features, meanwhile combining with a variety of ani mal shows and unique flavor and style of food.(2) Highlight the slogan "return to nature". The park replace the traditional trench he

8、avy iron cage with glass and ditch in order to mini mize the dista nee betwee n huma n and ani mal, man and n ature.(3) Pay attentionto environmental Iandscape. Build natural Iandscapeperfectly comb ined with ani mals and pla nts.(4) Break the traditi onal monotony zoo exhibiti on mode and make full

9、use of modern tourist attractions ' service and entertainment functions. The park sets up a parrot, elepha nt, beast performa nee field, as well as the world's largest Crocodile show field.(5) Followthe con sumer-orie ntedrules, respect the con sumer'sexpected cost and con sumpti on habi

10、ts,always pay atte nti on to reacheffective com muni cati on prin ciple with con sumers and develop the parkaccording to consumers' park employed professionaladvertisingcompanyinto the park. With the help of professional assistanee, the MarketingDepartment and Public Relations Department has don

11、e lots of market in vestigati on and en vir onmen tal desig n, and pla nned several in tegrated marketi ngcom muni cati onactivities which has brought positivesen satio nal effects.Start from the en vir onmentAccording to the idea "what consumers want, what we offer" ,the park try their be

12、st to meet consumers requirements. Because the wildlife park is not the place only for people to watch rare animals, but also the place which allow people to relax and entertainment. Walking into the park, you can not only watch a variety of rare animals, but also can see the flowers garden, fruit d

13、ecorated branches, melons hanging scaffolding, waterside pavilions, springs forest, vegetation and trees. All these elegant sce nery make urba n people who have lived in rein forced con crete con struct ion for a long time really appreciate the n ature of the "Wild& Interesting". On th

14、e basis of the modern entertainment and services, the park give full play to the function of the modern touristattractions:There are five ani mal performa nces for visitors tak ing turns every day, parrots, elepha nts, wild beasts, tigers and crocodiles, which make the tourists ope n their eyes. As

15、a result of that, the park get one more function of a circus. Meanwhile there are also many styles of fast food restaurants,a food street, a dessert gallery, as well as the China's onlycrocodile restaura nt.Focus on white tigerSeveral marketi ng studies show that lock ing the focus can lead to h

16、igher advertisingeffectiveness. So the park come up with the marketingidea "just say one thing". As a result of that, the park chose the sacred,powerful and rare white tiger as its image spokesma n. The tiger-related activities have always attracted large amount of atte nti on and aroused

17、media' s coverage. Moreover the white tiger troupe from the United States makesthe park even crowded of tourists. White Tiger image has left a deep impact on people. People will think of the XiangJiang Wildlife Parkwhentalking about the white tiger. The park tickets and the largest outdoorpost b

18、illboardsamongprovince both use the white tiger as main character.Draw support from media to do public relati on shipThe park is good at capturi ng "golde n opport un ity" of advertis ing.The park carefully planned a series of public relationsactivities whichattracted intense public attent

19、ion and active participation In this way it can get help from the mass media to play a strong in flue nee on public opinion. Whenthe park opened, the Miss China campaign was underway. The TV show is recorded in the park, in which the Miss China performed with several animals in the wildlife.The audi

20、enee are deeply impressed by thebeautiful n atural sce nery in the park. And thus the Xian gjia ng WildlifePark has become an over ni ght success.In additi on, "the an imal world in childre n' s eyes" draw ing con testand photography con test,held by the park on the Intern ati onalChil

21、dre n'sDay, made a perfect comb in ati on of art and educati on. The activity is highly acclaimed by the mass media and people can not help focus ing on the Xiangjiang Wildlife Park.Actively participate in public ben efit activities to promote the image of the parkXiangjiangWildlife Park has alw

22、ays stressed on financing andorganizing various social welfare activities since it opened. The parkhas implemented the free ticket policy for the elderly, young children and people with disabilities into the park. So far there have bee n over 300 000 people who have enjoyed entering the park free of

23、 charge, and the number of teenagers who enter the park with half-price also exceeded 200 000.In additi on,the park focused on ani mal protect ion,research, culture,scienee and education programs, for which the park equipped with a number of scie ntific and tech ni cal researchers and also in vited

24、foreig n and domestic experts to come to the park givi ng people lectures. As a result of that, tourists who come to visit the park can leann more about the ecological balanee and think more of our survival environment. Xiangjiang Wildlife Park start to establish their own Iong-term image at a high

25、scale of level and win con sumers' heart by focus ing on the public ben efitactivities.4 An alysis and con clusi onThese are the values that guide our bus in ess, our product developme nt, and our bra nd. They're what we look for in every employee. As our compa ny con ti nues to evolve and g

26、row, these five values rema in con sta nt.The key of the park ' s success lies in that the park stressed on as well as insisted on its company value and achieved efficient integrated com muni cati on.The compa ny values serve as a compass for our acti ons and describe how we behave. They guide t

27、he way we work with our bus in ess part ners, with in our com mun ities and with each other.Compa ny values help compa nies in the decisi on-mak ing processes. As the core value of the park is customer-orie nted, all activities of thepark are market-ce ntered and con sumer-ce ntered. They use what c

28、on sumer needs and desires as a startingpoint and try to meet their needs throughreleva nt and efficie nt advertis ing, public relati ons, promoti ons and marketi ng, media and other means of com muni cati on and orga ni cally in tegratio n.In this way they have achieved Ion g-term bus in ess in ter

29、ests.For example, accordi n g to tourists ' men tality seek ing n ew, stra nge, special and interesting things, the park establish “wild & interesting ” sce nery spots which are much differe nt from others.Company/alues educate clients and potentialcustomers about what thecompa ny is about a

30、nd clarify the ide ntity of the compa ny. Especially in this competitive world, having a set of specific companyvalues that speak to the public isdefi nitely a competitive adva ntage.XiangjiangWildlife Park elaboratelyplanned a series publicactivities that can cause intense public in terest and acti

31、ve participati on, which had a strong in flue nee on public opinion. At the same time the company carried out "green marketing" and insisted on the principle of harmonious development. With the growing emphasis on a range of social and en vir onmen tal problems such as ecological bala nee

32、and en vir onmen talprotecti on,"gree n bus in ess" will become in creas in glypopular among con sumers. The park try to res on ate with con sumers by express ing the voices of con sumers on a com mon issue.Compa ny values are beco ming primary recruit ing and rete ntio n tools.As an energ

33、etic warmfriendlycompany, the park attracts large quantitiesof skilled employers who hold the same value as the compa ny to work for it. Different from most cases, parks are hard to attract talents due to the dista nt worki ng locati on.With the help of the en thusiasticand tale ntworkers, the Xian

34、gjia ng Wildlife Park sta nd as a gia nt and grow fast inhis field.Case Two: Alibaba Group1 Company IntroductionAlibaba Group in troducti onAlibaba Group is a privately owned company of Internet-ba sed e-commerce bus in ess in clud ingbus in ess-to-bus in esson li ne webportals, online retail and pa

35、yment services, a shopping services. In 2012, two of Alibaba ' s portals together handled $170 billion in sales, morethan competitor eBay and comb in ed.The compa ny bega n in 1999 with the website , a bus in ess-to-bus in ess portal to connect Chin ese manu factures with overseas buyers.Itscon

36、sumer-to-c on sumer portal Taobao, similar to eBay, features n early a billion products and is one of the 20 most-visited websites globally.Alibaba Group ' s sites account for over 60% of the parcels delivered inChina. Alipay, anonline payment escrow service, accounts for roughly half of all on

37、li ne payme nt tran sacti ons with in China. The vast majority of these payme nts occure using Alibaba services.Dream, missi on, visio n and valuesDream: Create a differentworld through the development of newbus in ess modeMissi on: To make doing bus in ess easyVision:Through the development of IT,

38、solve the problems ofsmall- firm ' s procurement, marketing, management and financingValues:Client is God. Provide the best service to the customers and maintain the images of the compa ny.Collaborate together. Share resource together and take responsibility together so that manycommorpeople can

39、 do uncommonhings.Hugwith changes. Whensomechanges happen we should adapt it and solve it rati on ally. Whensomethi ng always immutable and froze n weshould create more cha nges bravely.Hon esty. Hon esty is a sig nifica nt value in Chin ese culture.Passi on. Keep positive and n ever give up.Work de

40、dicated, finish work on time, insist on leanning to improveand use time properly.2 Backgr oundAs Alibaba has launched various services systems it is hard to analyzethem at the same time. We focus on studying the case of Tmall to see howcompa ny value and marketi ng com muni cati on strategy work for

41、 the successof Tmall. was in troduced in April 2008 as a bus in ess-to-c on sumer on li ne retail platform to complement the Taobao consumer-to-consumer portal and became a separate bus in ess in June 2011. As of October 2013 it was the eighth most visited web site in China, offering global brands t

42、o anin creas in gly afflue nt Chin ese con sumer base.3 The acti ons take n by Alibaba GroupPublic relati onsPublic relatio ns emphasize two-way com muni cati on betwee n the enterpriseand the public. The purpose is to establish mutual un dersta nding betwee n en terprise and public. Public relati o

43、ns can bedistinguishedfrom customer relations because its concerns go beyond thecreati on of mutually ben eficial relati on ships with actual or pote ntial customers.(1) Rename from“Taobac” to “Tmall ” . Reestablish the brand.On January 11th, 2012,“TaobaC mall officially changed i ts nameto “Tmall”

44、. This words comesfrom Chinese homophonic cat. Cat was picky on quality, brand, environment, which represents fashion, sexy and quality. This is precisely what they want to build with the new brand.Meanwhile, the change of its nameis to let the consumer be clearer about the positi oning of this webs

45、ite. On this platform, con sumers can shop more effectively and get good quality products.(2) Tmall annual festivalThe “Tmall annual festival” marked the start of Tmall independentbrand. Since the n, Tmall can show their best accordi ng to their own personal orientation.At the sametime, with the aid

46、 of such a distinctivebrand image, the brand in flue nee was improved.(3) Adjust the relatio nship with the mercha ntsOnO ctober 2011, taobao mall announ ced n ewrules for 2012, to in crease the deposit from 10000 yuan to 50 000, 100 000, 150 000, three levels.The tech ni cal service fee raised from

47、 6000 yua n a year to 30 000 and 60000 yuan a year. With high deposit, the threshold of the enterprises is raised up so that product quality and consumers right are assured. At the same time, Tmall promised to offer the best platform and service, also to rule mercha nts to do legitimatebus in ess, w

48、ithout damag ing the ben efitsof con sumers. Otherwise mercha nts will be puni shed. A series of acti ons from the perspective of consumers will in exchange for consumers' trust and loyalty .In this way, Tmall get double win with the con sumers.Advertis ingAd is traditi on allydefi ned as any pa

49、id form of non-pers onalcom muni cati on about a product, a service or a compa ny with the inten ti on to sell the product or service or to in flue nee opinion on and attitudes towards the product, service or company. Each of the elements in this definition merits a brief explanation.Advertisingmark

50、eting can greatlyimprove product popularity, promote the brand. Tmall, of course, made a lot efforts in advertis ing.(1) TV advertisi ngIn the television AD, Tmall utilize celebrity effect and promotionto push public. Especiallyduring festivals, people will buy a lotdisco unt products on li ne, whic

51、h brings billi ons of in come.(2) 0nline advertisementOn the in ternet,Tmall is an inten siveplayer. They take everyopportunity in almost all network activities. Such practices, such as buffer advertisme nt sometimes have side effects on con sumers. However, some other niceradvertisement,will stimul

52、ateconsumers shoppingen thusiasm.(3) Spo nsorTmall spon sored Hunan TV programs, such as soap series. The reas on Tmall select Hunan TV as their spon sori ng subject, is they have strong brand effect, which will definitely help promotion. On the other hand, with a big populati on watch Hunan TV, the

53、 brand will be knownby more people. In addition, 20 o ' clock is the time that most audienee are housewives and youth chasing idol drama, also include somewhite-collar staffs. These people are the mai n force of on li ne shopp ing. The direct ion al, targeted advertiseme nt to this group is an i

54、n tellige nt choice.Sales promoti onSales promotion is a good way which uses incentives to attract consumers to buy the product of products. The marketing method works well for Tmall. Basically there are two following ways:(1) Holiday discounts.Such as 11th Novemberis the shopping carnivalof Tmall.

55、All products are 50% disco unt off, which bring a lot of buyerscoming on li ne. This activity stimulated bus in ess tran sact ions a lot.(2) MembershipYou can directly register as a free member of Tmall. I n this way,consumers and shop owners are connected. Memberscan get credit (credits can used to

56、 buy certain products), return security, birthday gift bag and etc. Membership offers many prefere ntial disco un ts, so that con sumers will be loyalty. All of these plays a key role in the development of Tmall.4 An alysis and con clusi onTmall, as Chi na's most represe ntativeB2Cwebsite, leads

57、 bus in essme nto shift from store managemento network operation. Most series of brands pay attention to the online trading platform, which is considered to be an importa nt mea ns and way to achieve strategic tran sformatio n, brand exte nsion, cha nnel expa nsion and to win customers. In myop inio

58、n, the main reason for the success of Tmaill are as following three points:(1) Accurate position of service“ At first, thetur no ver ofTmall is not positive due to the reas onthat its serviceorientationis not clear and no one has taken theinitiativeto study what its strengths are, what are the custo

59、mers' needs.Whereas, there will be a turnover of around 200 000RMB each month. But we n eed to give us a clear positi oning of service, we n eed to know what we are selling, then what we can get. Through the data analysis, we made somechanges of our products. Later based on the feedback of our customers, we clear the positi on of our services.The reason of Tmall ' s success lies in th