市场营销案例分析英文Word格式文档下载.docx
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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.Theparkticketsandthelargestoutdoorpostbillboardsamongprovincebothusethewhitetigerasmaincharacter.
3.4Drawsupportfrommediatodopublicrelationship
Theparkisgoodatcapturing"
goldenopportunity"
ofadvertising.TheparkcarefullyplannedaseriesofpublicrelationsactivitieswhichattractedintensepublicattentionandactiveparticipationInthiswayitcangethelpfromthemassmediatoplayastronginfluenceonpublicopinion.Whentheparkopened,theMissChinacampaignwasunderway.TheTVshowisrecordedinthepark,inwhichtheMissChinaperformedwithseveralanimalsinthewildlife.Theaudiencearedeeplyimpressedbythebeautifulnaturalsceneryinthepark.AndthustheXiangjiangWildlifeParkhasbecomeanovernightsuccess.
Inaddition,"
theanimalworldinchildren’seyes"
drawingcontestandphotographycontest,heldbytheparkontheInternationalChildren'
sDay,madeaperfectcombinationofartandeducation.TheactivityishighlyacclaimedbythemassmediaandpeoplecannothelpfocusingontheXiangjiangWildlifePark.
3.5Activelyparticipateinpublicbenefitactivitiestopromotetheimageofthepark
XiangjiangWildlifeParkhasalwaysstressedonfinancingandorganizingvarioussocialwelfareactivitiessinceitopened.Theparkhasimplementedthefreeticketpolicyfortheelderly,youngchildrenandpeoplewithdisabilitiesintothepark.Sofartherehavebeenover300000peoplewhohaveenjoyedenteringtheparkfreeofcharge,andthenumberofteenagerswhoentertheparkwithhalf-pricealsoexceeded200000.
Inaddition,theparkfocusedonanimalprotection,research,culture,scienceandeducationprograms,forwhichtheparkequippedwithanumberofscientificandtechnicalresearchersandalsoinvitedforeignanddomesticexpertstocometotheparkgivingpeoplelectures.Asaresultofthat,touristswhocometovisittheparkcanlearnmoreabouttheecologicalbalanceandthinkmoreofoursurvivalenvironment.XiangjiangWildlifeParkstarttoestablishtheirownlong-termimageatahighscaleoflevelandwinconsumers’heartbyfocusingonthepublicbenefitactivities.
4Analysisandconclusion
Thesearethevaluesthatguideourbusiness,ourproductdevelopment,andourbrand.They'
rewhatwelookforineveryemployee.Asourcompanycontinuestoevolveandgrow,thesefivevaluesremainconstant.
Thekeyofthepark’ssuccessliesinthattheparkstressedonaswellasinsistedonitscompanyvalueandachievedefficientintegratedcommunication.
Thecompanyvaluesserveasacompassforouractionsanddescribehowwebehave.Theyguidethewayweworkwithourbusinesspartners,withinourcommunitiesandwitheachother.
Companyvalueshelpcompaniesinthedecision-makingprocesses.Asthecorevalueoftheparkiscustomer-oriented,allactivitiesoftheparkaremarket-centeredandconsumer-centered.Theyusewhatconsumerneedsanddesiresasastartingpointandtrytomeettheirneedsthroughrelevantandefficientadvertising,publicrelations,promotionsandmarketing,mediaandothermeansofcommunicationandorganicallyintegration.Inthiswaytheyhaveachievedlong-termbusinessinterests.Forexample,accordingtotourists’mentality—seekingnew,strange,specialandinterestingthings,theparkestablish“wild&
interesting”sceneryspotswhicharemuchdifferentfromothers.
Companyvalueseducateclientsandpotentialcustomersaboutwhatthecompanyisaboutandclarifytheidentityofthecompany.Especiallyinthiscompetitiveworld,havingasetofspecificcompanyvaluesthatspeaktothepublicis
definitelyacompetitiveadvantage.
XiangjiangWildlifeParkelaboratelyplannedaseriespublicactivitiesthatcancauseintensepublicinterestandactiveparticipation,whichhadastronginfluenceonpublicopinion.Atthesametimethecompanycarriedout"
greenmarketing"
andinsistedontheprincipleofharmoniousdevelopment.Withthegrowingemphasisonarangeofsocialandenvironmentalproblemssuchasecologicalbalanceandenvironmentalprotection,"
greenbusiness"
willbecomeincreasinglypopularamongconsumers.Theparktrytoresonatewithconsumersbyexpressingthevoicesofconsumersonacommonissue.
Companyvaluesarebecomingprimaryrecruitingandretentiontools.Asanenergeticwarmfriendlycompany,theparkattractslargequantitiesofskilledemployerswhoholdthesamevalueasthecompanytoworkforit.Differentfrommostcases,parksarehardtoattracttalentsduetothedistantworkinglocation.Withthehelpoftheenthusiasticandtalentworkers,theXiangjiangWildlifeParkstandasagiantandgrowfastinhisfield.
CaseTwo：
AlibabaGroup
1.1AlibabaGroupintroduction
Alibaba
Group
is
a
privately
owned
company
of
Internet-based
e-commercebusinessincludingbusiness-to-businessonlinewebportals,onlineretailand
升级会员 