市场营销案例分析英文.docx

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

市场营销案例分析英文（总12页）

CaseOne：

XiangjiangWildlifePark

1CompanyIntroduction

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

CompanyValues:

Adoptacustomer-orientedmentalitywhenprovidingservice

Treateveryonesincerelyandpassionately

Keepmovinginharmonious

Enjoyhappinesstogether

2Background

XiangjiangWildlifeParkofficiallyopenedtothepublicwhentheAsianfinancialcrisishadgivenanegativeeffectonChinaeconomy.Themarketoftourismisnotoptimisticduringthattime.However,inthefirstyearitopenedtheparkhascreatedseveralmiraclesintourismindustry:

Hostmorethan80000touristsonthefirstdayitopened,serve30000studentsonaspringtripandfirstlyachievehighestrecordofhostingmorethan3000000touristsbythefirstyearitopened.ThereasonwhyXiangjiangWildlifeParkcanmakesuchabigsuccessisthattheparkhasimplementedproper“IntegratedMarketingCommunications”.

IntegratedMarketingCommunicationsistheconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliverclear,consistentandcompellingmessageaboutorganizationanditsproducts.（Kotleret

3TheactionstakenbyXiangjiangWildlifePark

“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’parkemployedprofessionaladvertisingcompanyintothepark.Withthehelpofprofessionalassistance,theMarketingDepartmentandPublicRelationsDepartmenthasdonelotsofmarketinvestigationandenvironmentaldesign,andplannedseveralintegratedmarketingcommunicationactivitieswhichhasbroughtpositivesensationaleffects.

Startfromtheenvironment

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.

Focusonwhitetiger

Severalmarketingstudiesshowthatlockingthefocuscanleadtohigheradvertisingeffectiveness.Sotheparkcomeupwiththemarketingidea"justsayonething".Asaresultofthat,theparkchosethesacred,powerfulandrarewhitetigerasitsimagespokesman.Thetiger-relatedactivitieshavealwaysattractedlargeamountofattentionandarousedmedia’scoverage.MoreoverthewhitetigertroupefromtheUnitedStatesmakestheparkevencrowdedoftourists.WhiteTigerimagehasleftadeepimpactonpeople.PeoplewillthinkoftheXiangJiangWildlifeParkwhentalkingaboutthewhitetiger.Theparkticketsandthelargestoutdoorpostbillboardsamongprovincebothusethewhitetigerasmaincharacter.

Drawsupportfrommediatodopublicrelationship

Theparkisgoodatcapturing"goldenopportunity"ofadvertising.TheparkcarefullyplannedaseriesofpublicrelationsactivitieswhichattractedintensepublicattentionandactiveparticipationInthiswayitcangethelpfromthemassmediatoplayastronginfluenceonpublicopinion.Whentheparkopened,theMissChinacampaignwasunderway.TheTVshowisrecordedinthepark,inwhichtheMissChinaperformedwithseveralanimalsinthewildlife.Theaudiencearedeeplyimpressedbythebeautifulnaturalsceneryinthepark.AndthustheXiangjiangWildlifeParkhasbecomeanovernightsuccess.

Inaddition,"theanimalworldinchildren’seyes"drawingcontestandphotographycontest,heldbytheparkontheInternationalChildren'sDay,madeaperfectcombinationofartandeducation.TheactivityishighlyacclaimedbythemassmediaandpeoplecannothelpfocusingontheXiangjiangWildlifePark.

Activelyparticipateinpublicbenefitactivitiestopromotetheimageofthepark

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

AlibabaGroupintroduction

Alibaba Group is a privately owned company of Internet-based e-commercebusinessincludingbusiness-to-businessonlinewebportals,onlineretailandpaymentservices,ashopp