市场营销案例分析英文Word下载.docx

市场营销案例分析英文Word下载.docx

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XiangjiangWildlifePark,locatedinGuangzhouProvince,isacomprehensiveprojectforthedevelopmentofthetourismresourcesinPearlRiverDeltaandpromotionoftheenvironmentalprotectionandinvestment.Itcombinesanimalandplantprotection,researching,culture,tourism,scienceeducationasawhole.

1.1CompanyValues:

Adoptacustomer-orientedmentalitywhenprovidingservice

Treateveryonesincerelyandpassionately

Keepmovinginharmonious

Enjoyhappinesstogether

2Background

XiangjiangWildlifeParkofficiallyopenedtothepublicwhentheAsianfinancialcrisishadgivenanegativeeffectonChinaeconomy.Themarketoftourismisnotoptimisticduringthattime.However,inthefirstyearitopenedtheparkhascreatedseveralmiraclesintourismindustry:

Hostmorethan80000touristsonthefirstdayitopened,serve30000studentsonaspringtripandfirstlyachievehighestrecordofhostingmorethan3000000touristsbythefirstyearitopened.ThereasonwhyXiangjiangWildlifeParkcanmakesuchabigsuccessisthattheparkhasimplementedproper“IntegratedMarketingCommunications”.

IntegratedMarketingCommunicationsistheconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliverclear,consistentandcompellingmessageaboutorganizationanditsproducts.（Kotleretal.1999）

3TheactionstakenbyXiangjiangWildlifePark

3.1Establish“wild&

interesting”sceneryspots

Establish“wild&

interesting”sceneryspotswhicharemuchdifferentfromothersaccordingtotourists’mentality—seekingnew,strange,specialandinterestingthings.

（1）Constructwithhighstartandhighstandard.Theparkspecializeonmassivecrocodilebreedingandwatchingandcharacterizewithlargeamountoffree-roaminganimalsfeatures,meanwhilecombiningwithavarietyofanimalshowsanduniqueflavorandstyleoffood.

（2）Highlighttheslogan"

returntonature"

.Theparkreplacethetraditionaltrenchheavyironcagewithglassandditchinordertominimizethedistancebetweenhumanandanimal,manandnature.

（3）Payattentiontoenvironmentallandscape.Buildnaturallandscapeperfectlycombinedwithanimalsandplants.

（4）Breakthetraditionalmonotonyzooexhibitionmodeandmakefulluseofmoderntouristattractions’serviceandentertainmentfunctions.Theparksetsupaparrot,elephant,beastperformancefield,aswellastheworld'

slargestCrocodileshowfield.

（5）Followtheconsumer-orientedrules,respecttheconsumer'

sexpectedcostandconsumptionhabits,alwayspayattentiontoreacheffectivecommunicationprinciplewithconsumersanddeveloptheparkaccordingtoconsumers’needs.Theparkemployedprofessionaladvertisingcompanyintothepark.Withthehelpofprofessionalassistance,theMarketingDepartmentandPublicRelationsDepartmenthasdonelotsofmarketinvestigationandenvironmentaldesign,andplannedseveralintegratedmarketingcommunicationactivitieswhichhasbroughtpositivesensationaleffects.

3.2Startfromtheenvironment

Accordingtotheidea"

whatconsumerswant,whatweoffer"

theparktrytheirbesttomeetconsumersrequirements.Becausethewildlifeparkisnottheplaceonlyforpeopletowatchrareanimals,butalsotheplacewhichallowpeopletorelaxandentertainment.Walkingintothepark,youcannotonlywatchavarietyofrareanimals,butalsocanseetheflowersgarden,fruitdecoratedbranches,melonshangingscaffolding,watersidepavilions,springsforest,vegetationandtrees.Alltheseelegantscenerymakeurbanpeoplewhohavelivedinreinforcedconcreteconstructionforalongtimereallyappreciatethenatureofthe"

Wild&

Interesting"

.Onthebasisofthemodernentertainmentandservices,theparkgivefullplaytothefunctionofthemoderntouristattractions:

Therearefiveanimalperformancesforvisitorstakingturnseveryday,parrots,elephants,wildbeasts,tigersandcrocodiles,whichmakethetouristsopentheireyes.Asaresultofthat,theparkgetonemorefunctionofacircus.Meanwhiletherearealsomanystylesoffastfoodrestaurants,afoodstreet,adessertgallery,aswellastheChina'

sonlycrocodilerestaurant.

3.3Focusonwhitetiger

Severalmarketingstudiesshowthatlockingthefocuscanleadtohigheradvertisingeffectiveness.Sotheparkcomeupwiththemarketingidea"

justsayonething"

.Asaresultofthat,theparkchosethesacred,powerfulandrarewhitetigerasitsimagespokesman.Thetiger-relatedactivitieshavealwaysattractedlargeamountofattentionandarousedmedia’scoverage.MoreoverthewhitetigertroupefromtheUnitedStatesmakestheparkevencrowdedoftourists.WhiteTigerimagehasleftadeepimpactonpeople.PeoplewillthinkoftheXiangJiangWildlifeParkwhentalkingaboutthewhitetiger.Theparktickets