市场营销案例分析英文.docx
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市场营销案例分析英文
CaseOne:
XiangjiangWildlifePark
1CompanyIntroduction
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.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
1CompanyIntroduction
1.1AlibabaGroupintroduction
Alibaba Group is a privately owned company of Internet-based e-commercebusinessincludingbusiness-to-businessonlinewebportals,onlineretailand