市场营销案例分析英文Word格式.docx
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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
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