市场营销案例分析英文

2021年1月26日发(作者：平畴)
Case One
：
Xiangjiang Wildlife Park
1 Company Introduction

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 education as a whole.

Company Values:

Adopt a customer-oriented mentality when providing service

Treat everyone sincerely and passionately

Keep moving in harmonious

Enjoy happiness together

2 Background

Xiangjiang Wildlife Park officially opened 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
opened,
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”.

Integrated 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


3 The actions taken by Xiangjiang Wildlife Park


“wild & interesting” scenery spots

Establish
“wild
&
interesting”
scenery
spots
which
are
much
different from others according to tourists’ mentality—
seeking 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
animals
features,
meanwhile
combining
with
a
variety of animal shows and unique flavor and style of food.

(2)Highlight the slogan
traditional trench heavy iron cage with glass and ditch in order to
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
entertainment
functions.
The park sets up
a parrot,
elephant,
beast performance field, as
well as
the world's largest Crocodile show field.

(5)Follow
the
consumer- oriented
rules,
respect
the
consumer's
expected cost and consumption habits,
always pay attention to reach
effective communication principle with consumers and develop the park
according
to
consumers’ 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 several integrated
marketing
communication
activities
which
has
brought
positive
sensational effects.

Start from the environment

According
to
the
idea

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
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
lived
in
reinforced
concrete
construction for a long time really appreciate the nature of the
& Interesting
the
park
give
full
play
to
the
function
of
the
modern
tourist
attractions:
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
restaurants,
a
food
street,
a
dessert
gallery,
as
well
as
the
China's
only
crocodile restaurant.

Focus on white tiger

Several marketing studies show that locking the focus can lead to
higher
advertising
effectiveness.
So
the
park
come
up
with
the
marketing
idea

say
one
thing
As
a
result
of
that,
the
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
media’s
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 and the largest outdoor
post
billboards
among
province
both
use
the
white
tiger
as
main
character.

Draw support from media to do public relationship

The park is good at capturing
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
opened,
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.

In addition,
and
photography
contest,
held
by
the
park
on
the
International
Children's
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 Wildlife Park.

Actively
participate
in
public
benefit
activities
to
promote
the
image
of the park

Xiangjiang
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
and 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
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
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 conclusion

These
are
the
values
that
guide
our
business,
our
product
development,
and
our
brand.
They're
what
we
look
for
in
every
employee.
As
our
company
continues to evolve and grow, these five values remain constant.

The key of the park’s success lies in that the park stressed on as
well as insisted on its company value and achieved efficient integrated
communication.

The company 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 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.
In
this
way
they
have
achieved
long-term
business
interests.
For example, accordin
g to tourists’ mentality—
seeking 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
customers
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 is
definitely a competitive advantage.

Xiangjiang
Wildlife
Park
elaborately
planned
a
series
public
activities
that
can
cause
intense
public
interest
and
active
participation,
which
had
a
strong
influence
on
public
opinion.
At
the
same
time
the
company
carried
out

marketing
and
insisted
on
the
principle
of
harmonious
development.
With
the
growing
emphasis
on
a
range
of social and environmental problems such as ecological balance and
environmental
protection,

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
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 Introduction

Alibaba Group introduction

Alibaba
Group
is
a
privately
owned
company
of
Internet-ba
sed
e-commerce
business
including
business-to-business
online
web
portals,
online
retail
and
payment
services,
a
shopping
services.
In
2012,
two of Alibaba’s portals tog
ether handled $$170 billion in sales, more
than competitor eBay and combined.

The company began in 1999 with the website , a business-to-business
portal
to
connect
Chinese
manufactures
with
overseas
buyers.
Its
consumer-to-consumer portal Taobao, similar to eBay, features nearly a
billion products and is one of the 20 most-visited websites globally.
Alibaba Group’s sites account for over 60% of the parcels delivered in
China.
Alipay,
an
online
payment
escrow
service,
accounts
for
roughly
half
of all online payment transactions within China. The vast majority of
these payments occure using Alibaba services.

Dream, mission, vision and values

Dream:
Create
a
different
world
through
the
development
of
new
business mode

Mission: To make doing business easy

Vision:
Through
the
development
of
IT,
solve
the
problems
of
small-
firm’s procurement, marketing, management and financing

Values:

Client
is
God.
Provide
the
best
service
to
the
customers
and
maintain
the images of the company.

Collaborate
together.
Share
resource
together
and
take
responsibility
together
so
that
many
common
people
can
do
uncommon
things.

Hug
with
changes.
When
some
changes
happen
we
should
adapt
it
and
solve
it
rationally.
When
something
always
immutable
and
frozen
we
should
create
more changes bravely.

Honesty. Honesty is a significant value in Chinese culture.

Passion. Keep positive and never give up.

Work dedicated, finish work on time, insist on learning to improve
and use time properly.

2 Background

As
Alibaba
has
launched
various
services
systems
it
is
hard
to
analyze
them at the same time. We focus on studying the case of Tmall to see how
company value and marketing communication strategy work for the success
of
Tmall. was
introduced
in
April
2008
as
a
business-to-consumer
online