市场营销案例分析英文.docx

1、市场营销案例分析英文Case One：Xiangjiang Wildlife Park1 Company IntroductionXiangjiang Wildlife Park, located in Guangzhou Province, is a comprehensive project for the development of the tourism resources in Pearl River Delta and promotion of the environmental protection and investment. It combines animal and

2、plant protection, researching, culture, tourism, science education as a whole. 1.1 Company Values:Adopt a customer-oriented mentality when providing serviceTreat everyone sincerely and passionatelyKeep moving in harmoniousEnjoy happiness together2 BackgroundXiangjiang Wildlife Park officially opened

3、 to the public when the Asian financial crisis had given a negative effect on China economy. The market 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 the first day it ope

4、ned, serve 30000 students on a spring trip and firstly achieve highest record of hosting more than 3000000 tourists by the first year it opened. The reason why Xiangjiang Wildlife Park can make such a big success is that the park has implemented proper “Integrated Marketing Communications”.Integrate

5、d Marketing Communications is the concept under which a company carefully integrates and coordinates its many communications channels to deliver clear, consistent and compelling message about organization and its products.(Kotleret al.1999)3 The actions taken by Xiangjiang Wildlife Park3.1Establish

6、“wild & interesting” scenery spots Establish “wild & interesting” scenery spots which are much different from others according to tourists mentalityseeking new, strange, special and interesting things.(1) Construct with high start and high standard. The park specialize on massive crocodile breeding

7、and watching and characterize with large amount of free-roaming animals features, meanwhile combining with a variety of animal shows and unique flavor and style of food.(2)Highlight the slogan return to nature. The park replace the traditional trench heavy iron cage with glass and ditch in order to

8、minimize the distance between human and animal, man and nature. (3)Pay attention to environmental landscape. Build natural landscape perfectly combined with animals and plants.(4)Break the traditional monotony zoo exhibition mode and make full use of modern tourist attractions service and entertainm

9、ent functions. The park sets up a parrot, elephant, beast performance field, as well as the worlds largest Crocodile show field.(5)Follow the consumer-oriented rules, respect the consumers expected cost and consumption habits, always pay attention to reach effective communication principle with cons

10、umers and develop the park according to consumers needs.The park employed professional advertising company into the park. With the help of professional assistance, the Marketing Department and Public Relations Department has done lots of market investigation and environmental design, and planned sev

11、eral integrated marketing communication activities which has brought positive sensational effects.3.2 Start from the environmentAccording to the idea what consumers want, what we offer ,the park try their best to meet consumers requirements. Because the wildlife park is not the place only for people

12、 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 decorated branches, melons hanging scaffolding, waterside pavilions, springs forest, vegetatio

13、n and trees. All these elegant scenery make urban people who have lived in reinforced concrete construction for a long time really appreciate the nature of the Wild & Interesting. On the basis of the modern entertainment and services, the park give full play to the function of the modern tourist att

14、ractions: There are five animal performances for visitors taking turns every day, parrots, elephants, wild beasts, tigers and crocodiles, which make the tourists open their eyes. As a result of that, the park get one more function of a circus. Meanwhile there are also many styles of fast food restau

15、rants, a food street, a dessert gallery, as well as the Chinas only crocodile restaurant. 3.3 Focus on white tigerSeveral marketing studies show that locking the focus can lead to higher advertising effectiveness. So the park come up with the marketing idea just say one thing. As a result of that, t

16、he park chose the sacred, powerful and rare white tiger as its image spokesman. The tiger-related activities have always attracted large amount of attention and aroused medias coverage. Moreover the white tiger troupe from the United States makes the park even crowded of tourists. White Tiger image

17、has left a deep impact on people. People will think of the XiangJiang Wildlife Park when talking about the white tiger. The park tickets and the largest outdoor post billboards among province both use the white tiger as main character.3.4 Draw support from media to do public relationship The park is

18、 good at capturing golden opportunity of advertising. The park carefully planned a series of public relations activities which attracted intense public attention and active participation In this way it can get help from the mass media to play a strong influence on public opinion. When the park opene

19、d, 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 audience are deeply impressed by the beautiful natural scenery in the park. And thus the Xiangjiang Wildlife Park has become an overnight success.

20、 In addition, the animal world in childrens eyes drawing contest and photography contest, held by the park on the International Childrens Day, made a perfect combination of art and education. The activity is highly acclaimed by the mass media and people can not help focusing on the Xiangjiang Wildli

21、fe Park.3.5 Actively participate in public benefit activities to promote the image of the parkXiangjiang Wildlife Park has always stressed on financing and organizing various social welfare activities since it opened. The park has implemented the free ticket policy for the elderly, young children an

22、d people with disabilities into the park. So far there have been over 300 000 people who have enjoyed entering the park free of charge, and the number of teenagers who enter the park with half-price also exceeded 200 000.In addition, the park focused on animal protection, research, culture, science

23、and education programs, for which the park equipped with a number of scientific and technical researchers and also invited foreign and domestic experts to come to the park giving people lectures. As a result of that, tourists who come to visit the park can learn more about the ecological balance and

24、 think more of our survival environment. Xiangjiang Wildlife Park start to establish their own long-term image at a high scale of level and win consumers heart by focusing on the public benefit activities.4 Analysis and conclusionThese are the values that guide our business, our product development,

25、 and our brand. Theyre what we look for in every employee. As our company continues to evolve and grow, these five values remain constant.The key of the parks success lies in that the park stressed on as well as insisted on its company value and achieved efficient integrated communication.The compan

26、y values serve as a compass for our actions and describe how we behave. They guide the way we work with our business partners, within our communities and with each other.Company values help companies in the decision-making processes. As the core value of the park is customer-oriented, all activities

27、 of the park are market-centered and consumer-centered. They use what consumer needs and desires as a starting point and try to meet their needs through relevant and efficient advertising, public relations, promotions and marketing, media and other means of communication and organically integration.

28、 In this way they have achieved long-term business interests. For example, according to tourists mentalityseeking new, strange, special and interesting things, the park establish “wild & interesting” scenery spots which are much different from others.Company values educate clients and potential cust

29、omers about what the company is about and clarify the identity of the company. Especially in this competitive world, having a set of specific company values that speak to the public isdefinitely a competitive advantage.Xiangjiang Wildlife Park elaborately planned a series public activities that can

30、cause intense public interest and active participation, which had a strong influence 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 environmental problems such as

31、ecological balance and environmental protection, green business will become increasingly popular among consumers. The park try to resonate with consumers by expressing the voices of consumers on a common issue. Company values are becoming primary recruiting and retention tools. As an energetic warm

32、friendly company, the park attracts large quantities of skilled employers who hold the same value as the company to work for it. Different from most cases, parks are hard to attract talents due to the distant working location. With the help of the enthusiastic and talent workers, the Xiangjiang Wildlife Park stand as a giant and grow fast in his field. Case Two：Alibaba Group 1 Company Introduction1.1 Alibaba Group introductionAlibabaGroupisaprivatelyownedcompanyofInternet-basede-commerce business including business-to-business online web portals, online retail and