市场营销案例分析英文

Case One：Xiangjiang Wildlife Park 1 Company IntroductionXiangjiang 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.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 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 al.1999)3 The actions taken by Xiangjiang Wildlife Park3.1Establish “wild & interesting” scenery spotsEstablish “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 "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.(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 upa 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’ needs.The 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.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 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 "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 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.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 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.3.4 Draw support from media to do public relationshipThe park is good at capturing "golden opportunity" of advertising. 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, inwhich 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, "the animal world in children’s eyes" drawing contest 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.3.5 Actively participate in public benefit activities to promote the image of the parkXiangjiang 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 ownlong-term image at a high scale of level and win consumers’ heart by focusing on the public benefit activities.4 Analysis and conclusionThese 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, according 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 thecompany 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 "green 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, "green 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 Group1 Company Introduction1.1 Alibaba Group introductionAlibaba Group is a privately owned company of Internet-based 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 together handled $170 billion in sales, more than competitor eBay and Amazon. combined.The company began in 1999 with the website Alibaba., 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.1.2 Dream, mission, vision and valuesDream: Create a different world through the development of new business modeMission: To make doing business easyVision: Through the development of IT, solve the problems of small-firm’s procurement, marketing, management and financingValues:Client is God. Provide the best service to the customers and maintain theimages 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 BackgroundAs 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. Tmall. was introduced in April 2008 as a business-to-consumer online retail platform to complement the Taobao consumer-to-consumer portal and became a separate business in June 2011. As of October 2013 it was the eighth most visited web site in China, offering global brands to an increasingly affluent Chinese consumer base.3 The actions taken by Alibaba Group3.1 Public relationsPublic relations emphasize two-way communication between the enterprise and the public. The purpose is to establish mutual understanding between enterprise and public. Public relations can be distinguished from customer relations because its concerns go beyond the creation of mutually beneficial relationships with actual or potential customers.(1) Rename from “Taobao”to“Tmall”. Reestablish the brand.On January 11th, 2012, “Taobao” mall officially changed its name to “Tmall”. This words comes from Chinese homophonic cat. Cat was picky on quality, brand, environment, which represents fashion, sexy and quality. This is precisely what they want to build with the new brand. Meanwhile, the change of its name is to let the consumer be clearer about the positioning of this website. On this platform, consumers can shop more effectively and get good quality products.(2)Tmall annual festivalThe “Tmall annual festival”marked the start of Tmall independent brand. Since then, Tmall can show their best according to their own personal orientation. At the same time, with the aid of such a distinctive brand image, the brand influence was improved.(3) Adjust the relationship with the merchantsOn October 2011, taobao mall announced new rules for 2012, to increase the deposit from 10000 yuan to 50 000, 100 000, 150 000, three levels. The technical service fee raised from 6000 yuan a year to 30 000 and 60 000 yuan a year. With high deposit, the threshold of the enterprises is raised up so thatproduct quality and consumers right are assured. At the same time, Tmall promised to offer the best platform and service, also to rule merchants to do legitimate business, without damaging the benefits of consumers. Otherwise merchants will be punished. A series of actions from the perspective of consumers will in exchange for consumers’ trust and loyalty. In this way, Tmall get double win with the consumers.3.2 AdvertisingAd is traditionally defined as any paid form of non-personal communication about a product, a service or a company with the intention to sell the product or service or to influence opinion on and attitudes towards the product, service or company. Each of the elements in this definition merits a brief explanation. Advertising marketing can greatly improve product popularity, promote the brand. Tmall, of course, made a lot efforts in advertising.(1)TV advertisingIn the television AD, Tmall utilize celebrity effect and promotion to push public. Especially during festivals, people will buy a lot discount products online, which brings billions of income.(2)Online advertisementOn the internet, Tmall is an intensive player. They take every opportunity in almost all network activities. Such practices, such as buffer advertisment sometimes have side effects on consumers. However, some other nicer advertisement, will stimulate consumers shopping enthusiasm.(3)SponsorTmall sponsored Hunan TV programs, such as soap series. The reason Tmall select Hunan TV as their sponsoring subject, is they have strong brand effect, which will definitely help promotion. On the other hand, with a big population watch Hunan TV, the brand will be known by more people. In addition, 20 o’clock is the time that most audience are housewives and youth chasing idol drama, also include some white-collar staffs. These people are the main force of online shopping. The directional, targeted advertisement to this group is an intelligent choice.3.3 Sales promotionSales promotion is a good way which uses incentives to attract consumers to buy the product of products. The marketing method works well for Tmall. Basically there are two following ways:(1) Holiday discounts. Such as 11th November is the shopping carnival of Tmall. All products are 50% discount off, which bring a lot of buyers coming online. This activity stimulated business transactions a lot.(2)MembershipYou can directly register as a free member of Tmall. In this way, consumers and shop owners are connected. Members can get credit (credits can used to buy certain products), return security, birthday gift bag and etc. Membership offers many preferential discounts, so that consumers will be loyalty. All of these plays a key role in the development of Tmall.4 Analysis and conclusionTmall, as China's most representative B2C website, leads businessmen to shift from store management to network operation. Most series of brands pay attention to the online trading platform, which is considered to be an important means and way to achieve strategic transformation, brand extension, channel expansion and to win customers. In my opinion, the main reason for the success of Tmaill are as following three points:（1）Accurate position of service“At first, the turnover of Tmall is not positive due to the reason that its service orientation is not clear and no one has taken the initiative to study what its strengths are, what are the customers' needs. Whereas, there will be a turnover of around 200 000RMB each month. But we need to give us a clear positioning of service, we need to know what we are selling, then what we can get. Through the data analysis, we made some changes of our products. Later based on the feedback of our customers, we clear the position of our services.The reason of Tmall’s success lies in the accurate position of its service: uphold the values of the company,----"customers come first, embrace change, teamwork, integrity, dedication and passion," with the whole new meaning to build a new B2C service platform, and to promote integrated, lively and efficient online trading culture. By integrating thousands of brands, manufacturers and building a one-stop solution bridge between businesses and consumers, Tmall try to upgrade the Taobao platform to "everywhere" win-win situation platformsbetween supply and demand of consumer. Try to create mutual assistance and lively, family-trading environment so that each person in the Tmall can not only conduct transactions more quickly but also to make more friends.（2）Positive enterprise cultureAnother reason of Tmall’s success is to own a group of like-minded talents to fight for it. Since its opening, the company has been constructing the organization around the company's corporate values for a long time. As a result of that Tmall has formed a clear efficient organizational structure with various departments cooperating and division.When facing of new opportunities and challenges, the company can response and react efficiently and sensitively, as well as figuring out solutions quickly. In human resource management, Tmall developed a strict management system and the rules of incentives and disincentives, while also giving a democracy liberal warm working atmosphere, as a result of that fully mobilize the enthusiasm of the staff work.（3）Efficient integrated marketing communications strategyTmall combines public relations, advertising and sales promotion nicely, manages all the information resource about products and service, keeps the principle of “convey the same voice, establish outstanding image”, which help the consumers and potential consumers touch the integrated information, so that they want to buy and even keep buying. By renaming, brand carnival and the adjustment of relationship with merchants, Tmall has improved their brandimage and status, got rid of the once cheap, low quality products image, and rebuilt fashion, sexy, quality as their new image. Secondly, they vigorously push forward the promotion to targeted consumers, with the aim of improving brand popularity and development. Thirdly, through the sales promotion, consumers are stimulated to buy, at the same time, through membership, further add weight for strengthen customer loyalty. In a word, all of these methods are used for the development and prosperous of Tmall.5 What I learn from this assignmentBy talking with the two sales staff, I realized that a long-term integrated marketing communications is a persuasive communication planning process to implement different strategies to customers and potential customers. The most important thing is to communicate. Communicate with customers, communicate with the team and other departments of the company, communicate with the media, communicate with the exhibition company and communicate with the relevant approval authorities, etc. In particular, the communication to a number of contact points should start at the same time, so that we should work hard and stress on the communication skills.Secondly, the range of integrated marketing communications can neither be simplistic nor single. We can never stay on the media integration "issue with one voice on different media". Meanwhile, we also shouldn’t extend it to the corporation planning, production, and so on all aspects of marketing. The so-called integrated marketing communication, much more than theestablishment of an appropriate department, pick up a few people, change the name of the integration of marketing communications head. More importantly, we should know how to combine them.Thirdly, company values serve as the a core and spiritual pillar for a company. Once established and recognized by all members, it will have long-term stability, and even become a common belief in the faith of generations. When an individual's values consistent with the company values, employees will work for the enterprise just as for their dreams. If a company can make the values accepted by all employees, then the company will have the power to overcome various difficulties.6 appendix5.1 Interviewee 1Name: Cheng LeePosition: Planning CommissionerDaily work: Be responsible for publicity and promotion of the brand of Xiangjiang Wildlife Park, develop marketing activity plan, write reports and activity summary. Plan and create radio, television and newspaper ads. Plan various promotional activities.5.1 Interviewee 2Name: Xiangkun ZhangPosition: Sales managerDaily work: Fully be responsible for the daily management of the Department of Sales. Develop and implement marketing plan according to the company the sales department task and annual sales targets. Ensure the monthly sales reaching plan combined with market conditions. Professional guidance to the departmental staff in order to achieve individual performance.。