市场营销案例分析英文Word格式.docx

市场营销案例分析英文Word格式.docx

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Keepmovinginharmonious

Enjoyhappinesstogether

2Background

XiangjiangWildlifeParkofficiallyopenedtothepublicwhentheAsianfinancialcrisishadgivenanegativeeffectonChinaeconomy.Themarketoftourismisnotoptimisticduringthattime.However,inthefirstyearitopenedtheparkhascreatedseveralmiraclesintourismindustry:

Hostmorethan80000touristsonthefirstdayitopened,serve30000studentsonaspringtripandfirstlyachievehighestrecordofhostingmorethan3000000touristsbythefirstyearitopened.ThereasonwhyXiangjiangWildlifeParkcanmakesuchabigsuccessisthattheparkhasimplementedproper“IntegratedMarketingCommunications”.

IntegratedMarketingCommunicationsistheconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliverclear,consistentandcompellingmessageaboutorganizationanditsproducts.（Kotleretal.1999）

3TheactionstakenbyXiangjiangWildlifePark

scertaeryspo

Establish“wild&

interesting

othersaccordingtotourists

3.1Establish“wild&

sCeneryspotswhicharemuchdifferentfrom

nseeldnyne—strange,specialandinterestingthings.

（1）Constructwithhighstartandhighstandard.Theparkspecializeonmassivecrocodilebreedingandwatchingandcharacterizewithlargeamountoffree-roaminganimalsfeatures,meanwhilecombiningwithavarietyofanimalshowsanduniqueflavorandstyleoffood.

（2）Highlighttheslogan"

returntonature"

.Theparkreplacethetraditionaltrenchheavyironcagewithglassandditchinordertominimizethedistaneebetweenhumanandanimal,manandnature.

（3）Payattentiontoenvironmentallandscape.Buildnaturallandscapeperfectly

combinedwithanimalsandplants.

（4）Breakthetraditionalmonotonyzooexhibitionmodeandmakefulluseof

moderntouristattractions'

serviceandentertainmentfunctions.Theparksetsupa

parrot,elephant,beastperformaneefield,aswellastheworld'

slargestCrocodileshowfield.

（5）Followtheconsumer-orientedrules,respecttheconsumer'

sexpectedcost

andconsumptionhabits,alwayspayattentiontoreacheffectivecommunication

principlewithconsumersanddeveloptheparkaccordingtoconsumers'

needs.The

parkemployedprofessionaladvertisingcompanyintothepark.Withthehelpofprofessionalassistanee,theMarketingDepartmentandPublicRelationsDepartmenthasdonelotsofmarketinvestigationandenvironmentaldesign,andplannedseveralintegratedmarketingcommunicationactivitieswhichhasbroughtpositivesensationaleffects.

3.2Startfromtheenvironment

Accordingtotheidea"

whatconsumerswant,whatweoffer"

theparktrytheir

besttomeetconsumersrequirements.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'

coverage.MoreoverthewhitetigertroupefromtheUnitedStatesmakestheparkevencrowdedoftourists.WhiteTigerimagehasleftadeepimpactonpeople.PeoplewillthinkoftheXiangJiangWildlifeParkwhentalkingaboutthewhitetiger.Theparkticketsandthelargestoutdoorpostbillboardsamongprovincebothusethewhitetigerasmaincharacter.

3.4Drawsupportfrommediatodopublicrelationship

Theparkisgoodatcapturing"

goldenopportunity"

ofadvertising.TheparkcarefullyplannedaseriesofpublicrelationsactivitieswhichattractedintensepublicattentionandactiveparticipationInthiswayitcangethelpfromthemassmediatoplayastronginflueneeonpublicopinion.Whentheparkopened,theMissChinacampaignwasunderway.TheTVshowisrecordedinthepark,inwhichtheMissChinaperformedwithseveralanimalsinthewildlife.Theaudieneearedeeplyimpressedbythebeautifulnaturalseeneryinthepark.AndthustheXiangjiangWildlifeParkhasbecomeanovernightsuccess.

Inaddition,"

theanimalworldinchildren'

eyes"

drawingcontestandphotographycontest,heldbytheparkontheInternationalChildren'

sDay,madeaperfectcombinationofartandeducation.TheactivityishighlyacclaimedbythemassmediaandpeoplecannothelpfocusingontheXiangjiangWildlifePark.

3.5Activelyparticipateinpublicbenefitactivitiestopromotetheimageofthepark

XiangjiangWildlifeParkhasalwaysstressedonfinancingandorganizingvarioussocialwelfareactivitiessinceitopened.Theparkhasimplementedthefreeticketpolicyfortheelderly,youngchildrenandpeoplewithdisabilitiesintothepark.Sofartherehavebeenover300000peoplewhohaveenjoyedenteringtheparkfreeofcharge,andthenumberofteenagerswhoentertheparkwithhalf-pricealsoexceeded200000.

Inaddition,theparkfocusedonanimalprotection,research,culture,scieneeandeducationprograms,forwhichtheparkequippedwithanumberofscientificandtechnicalresearchersandalsoinvitedforeignanddomesticexpertstocometotheparkgivingpeoplelectures.Asaresultofthat,touristswhocometovisittheparkcanlearnmoreabouttheecologicalbalaneeandthinkmoreofoursurvivalenvironment.XiangjiangWildlifeParkstarttoestablishtheirownIong-termimageatahighscaleoflevelandwinconsumers'

heartbyfocusingonthepublicbenefitactivities.

4Analysisandconclusion

Thesearethevaluesthatguideourbusiness,ourproductdevelopment,andourbrand.They'

rewhatwelookforineveryemployee.Asourcompanycontinuestoevolveandgrow,thesefivevaluesremainconstant.

Thekeyofthepark'

ssuccesthfeisheparkstressedonaswellasinsistedonitscompanyvalueandachievedefficientintegratedcommunication.

Thecompanyvaluesserveasacompassforouractionsanddescribehowwebehave.Theyguidethewayweworkwithourbusinesspartners,withinourcommunitiesandwitheachother.

Companyvalueshelpcompaniesinthedecision-makingprocesses.Asthecorevalueoftheparkiscustomer-oriented,allactivitiesoftheparkaremarket-centeredandconsumer-centered.Theyusewhatconsumerneedsanddesiresasastartingpointandtrytomeettheirneedsthroughrelevantandefficientadvertising,publicrelations,promotionsandmarketing,mediaandothermeansofcommunicationandorganicallyintegration.InthiswaytheyhaveachievedIong-termbusinessinterests.Forexample,accordingtotouristsmientality—eekingnew,strange,specialandinterestingthings,theparkestablish“wild&

interestingsd”neryspotswhicharemuchdifferentfromothers.

Companyvalueseducateclientsandpotentialcustomersaboutwhatthecompanyisaboutandclarifytheidentityofthecompany.Especiallyinthiscompetitiveworld,havingasetofspecificcompanyvaluesthatspeaktothepublicisdefinitelyacompetitiveadvantage.

XiangjiangWildlifeParkelaboratelyplannedaseriespublicactivitiesthatcancauseintensepublicinterestandactiveparticipation,whichhadastronginfluenceonpublicopinion.Atthesametimethecompanycarriedout"

greenmarketing"

andinsistedontheprincipleofharmoniousdevelopment.Withthegrowingemphasisonarangeofsocialandenvironmentalproblemssuchasecologicalbalanceandenvironmentalprotection,"

greenbusiness"

willbecomeincreasinglypopularamongconsumers.Theparktrytoresonatewithconsumersbyexpressingthevoicesofconsumersonacommonissue.

Companyvaluesarebecomingprimaryrecruitingandretentiontools.Asanenergeticwarmfriendlycompany,theparkattractslargequantitiesofskilledemployerswhoholdthesamevalueasthecompanytoworkforit.Differentfrommostcases,parksarehardtoattracttalentsduetothedistantworkinglocation.Withthehelpoftheenthusiasticandtalentworkers,theXiangjiangWildlifeParkstandasagiantandgrowfastinhisfield.

CaseTwo:

AlibabaGroup

1CompanyIn