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

CaseOne：

XiangjiangWildlifePark

1CompanyIntroduction

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

1.1CompanyValues:

Adoptacustomer-orientedmentalitywhenprovidingservice

Treateveryonesincerelyandpassionately

Keepmovinginharmonious

Enjoyhappinesstogether

2Background

XiangjiangWildlifeParkofficiallyopenedtothepublicwhentheAsianfinancialcrisishadgivenanegativeeffectonChinaeconomy.Themarketoftourismisnotoptimisticduringthattime.However,inthefirstyearitopenedtheparkhascreatedseveralmiraclesintourismindustry:

Hostmorethan80000touristsonthefirstdayitopened,serve30000studentsonaspringtripandfirstlyachievehighestrecordofhostingmorethan3000000touristsbythefirstyearitopened.ThereasonwhyXiangjiangWildlifeParkcanmakesuchabigsuccessisthattheparkhasimplementedproper“IntegratedMarketingCommunications”.

IntegratedMarketingCommunicationsistheconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliverclear,consistentandcompellingmessageaboutorganizationanditsproducts.（Kotleretal.1999）

3TheactionstakenbyXiangjiangWildlifePark

3.1Establish“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’needs.Theparkemployedprofessionaladvertisingcompanyintothepark.Withthehelpofprofessionalassistance,theMarketingDepartmentandPublicRelationsDepartmenthasdonelotsofmarketinvestigationandenvironmentaldesign,andplannedseveralintegratedmarketingcommunicationactivitieswhichhasbroughtpositivesensationaleffects.

3.2Startfromtheenvironment

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.

3.3Focusonwhitetiger

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