市场营销案例分析英文Word下载.docx

1、Xiangjiang 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 plant protection, researching, culture, tourism, science educatio

2、n 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 to the public when the Asian financial crisis had given a negati

3、ve 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 opened, serve 30000 students on a spring trip and firstly achieve hi

4、ghest 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”.Integrated Marketing Communications is the concept under which a company c

5、arefully 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 “wild & interesting” scenery spots Establish “wild & interesting”

6、 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 and watching and characterize with large amount of free-roaming a

7、nimals 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 minimize the distance between human and animal, man and nature. （

8、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 entertainment functions. The park sets up a parrot, elephant, beast perform

9、ance 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 consumers and develop the park according to consumers needs.The park

10、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 several integrated marketing communication activities which has brou

11、ght 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 to watch rare animals, but also the place which allow people to

12、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, vegetation and trees. All these elegant scenery make urban people who have

13、 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 attractions: There are five animal performances for visitors taking

14、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 restaurants, a food street, a dessert gallery, as well as the Chinas on

15、ly 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, the park chose the sacred, powerful and rare white tiger as its im

16、age 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 has left a deep impact on people. People will think of the XiangJiang Wildlife Park when talking about the white tiger. The park tickets