1、CaseOne：XiangjiangWildlifePark1CompanyIntroductionXiangjiangWildlifePark,locatedinGuangzhouProvince,isacomprehensiveprojectforthedevelopmentofthetourismresourcesinPearlRiverDeltaandpromotionoftheenvironmentalprotectionandinvestment.Itcombinesanimalandplantprot
2、ection,researching,culture,tourism,scienceeducationasawhole.1.1CompanyValues:Adoptacustomer-orientedmentalitywhenprovidingserviceTreateveryonesincerelyandpassionatelyKeepmovinginharmoniousEnjoyhappinesstogether2BackgroundXiangjiangWildlifeParkofficiallyopenedtothepu
3、blicwhentheAsianfinancialcrisishadgivenanegativeeffectonChinaeconomy.Themarketoftourismisnotoptimisticduringthattime.However,inthefirstyearitopenedtheparkhascreatedseveralmiraclesintourismindustry:Hostmorethan80000touristsonthefirstdayitopened,serve
4、30000studentsonaspringtripandfirstlyachievehighestrecordofhostingmorethan3000000touristsbythefirstyearitopened.ThereasonwhyXiangjiangWildlifeParkcanmakesuchabigsuccessisthattheparkhasimplementedproper“IntegratedMarketingCommunications”.IntegratedMarketin
5、gCommunicationsistheconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliverclear,consistentandcompellingmessageaboutorganizationanditsproducts.(Kotleretal.1999)3TheactionstakenbyXiangjiangWildlifePark3.1Establish“wild&in
6、teresting”sceneryspotsEstablish“wild&interesting”sceneryspotswhicharemuchdifferentfromothersaccordingtotouristsmentalityseekingnew,strange,specialandinterestingthings.(1)Constructwithhighstartandhighstandard.Theparkspecializeonmassivecrocodilebreedingandwatchi
7、ngandcharacterizewithlargeamountoffree-roaminganimalsfeatures,meanwhilecombiningwithavarietyofanimalshowsanduniqueflavorandstyleoffood.(2)Highlightthesloganreturntonature.Theparkreplacethetraditionaltrenchheavyironcagewithglassandditchinordertominimizet
8、hedistancebetweenhumanandanimal,manandnature.(3)Payattentiontoenvironmentallandscape.Buildnaturallandscapeperfectlycombinedwithanimalsandplants.(4)Breakthetraditionalmonotonyzooexhibitionmodeandmakefulluseofmoderntouristattractionsserviceandentertainmentfuncti
9、ons.Theparksetsupaparrot,elephant,beastperformancefield,aswellastheworldslargestCrocodileshowfield.(5)Followtheconsumer-orientedrules,respecttheconsumersexpectedcostandconsumptionhabits,alwayspayattentiontoreacheffectivecommunicationprinciplewithconsumersand
10、developtheparkaccordingtoconsumersneeds.Theparkemployedprofessionaladvertisingcompanyintothepark.Withthehelpofprofessionalassistance,theMarketingDepartmentandPublicRelationsDepartmenthasdonelotsofmarketinvestigationandenvironmentaldesign,andplannedseveralinteg
11、ratedmarketingcommunicationactivitieswhichhasbroughtpositivesensationaleffects.3.2StartfromtheenvironmentAccordingtotheideawhatconsumerswant,whatweoffer,theparktrytheirbesttomeetconsumersrequirements.Becausethewildlifeparkisnottheplaceonlyforpeopletowatch
12、rareanimals,butalsotheplacewhichallowpeopletorelaxandentertainment.Walkingintothepark,youcannotonlywatchavarietyofrareanimals,butalsocanseetheflowersgarden,fruitdecoratedbranches,melonshangingscaffolding,watersidepavilions,springsforest,vegetationandtree
13、s.AlltheseelegantscenerymakeurbanpeoplewhohavelivedinreinforcedconcreteconstructionforalongtimereallyappreciatethenatureoftheWild&Interesting.Onthebasisofthemodernentertainmentandservices,theparkgivefullplaytothefunctionofthemoderntouristattractions:
14、Therearefiveanimalperformancesforvisitorstakingturnseveryday,parrots,elephants,wildbeasts,tigersandcrocodiles,whichmakethetouristsopentheireyes.Asaresultofthat,theparkgetonemorefunctionofacircus.Meanwhiletherearealsomanystylesoffastfoodrestaurants,af
15、oodstreet,adessertgallery,aswellastheChinasonlycrocodilerestaurant.3.3FocusonwhitetigerSeveralmarketingstudiesshowthatlockingthefocuscanleadtohigheradvertisingeffectiveness.Sotheparkcomeupwiththemarketingideajustsayonething.Asaresultofthat,theparkch
16、osethesacred,powerfulandrarewhitetigerasitsimagespokesman.Thetiger-relatedactivitieshavealwaysattractedlargeamountofattentionandarousedmediascoverage.MoreoverthewhitetigertroupefromtheUnitedStatesmakestheparkevencrowdedoftourists.WhiteTigerimagehaslefta
17、deepimpactonpeople.PeoplewillthinkoftheXiangJiangWildlifeParkwhentalkingaboutthewhitetiger.Theparkticketsandthelargestoutdoorpostbillboardsamongprovincebothusethewhitetigerasmaincharacter.3.4DrawsupportfrommediatodopublicrelationshipTheparkisgoodatc
18、apturinggoldenopportunityofadvertising.TheparkcarefullyplannedaseriesofpublicrelationsactivitieswhichattractedintensepublicattentionandactiveparticipationInthiswayitcangethelpfromthemassmediatoplayastronginfluenceonpublicopinion.Whentheparkopened,theMis
19、sChinacampaignwasunderway.TheTVshowisrecordedinthepark,inwhichtheMissChinaperformedwithseveralanimalsinthewildlife.Theaudiencearedeeplyimpressedbythebeautifulnaturalsceneryinthepark.AndthustheXiangjiangWildlifeParkhasbecomeanovernightsuccess.Inadditi
20、on,theanimalworldinchildrenseyesdrawingcontestandphotographycontest,heldbytheparkontheInternationalChildrensDay,madeaperfectcombinationofartandeducation.TheactivityishighlyacclaimedbythemassmediaandpeoplecannothelpfocusingontheXiangjiangWildlifePark.3.
21、5ActivelyparticipateinpublicbenefitactivitiestopromotetheimageoftheparkXiangjiangWildlifeParkhasalwaysstressedonfinancingandorganizingvarioussocialwelfareactivitiessinceitopened.Theparkhasimplementedthefreeticketpolicyfortheelderly,youngchildrenandpeoplew
22、ithdisabilitiesintothepark.Sofartherehavebeenover300000peoplewhohaveenjoyedenteringtheparkfreeofcharge,andthenumberofteenagerswhoentertheparkwithhalf-pricealsoexceeded200000.Inaddition,theparkfocusedonanimalprotection,research,culture,scienceandeducat
23、ionprograms,forwhichtheparkequippedwithanumberofscientificandtechnicalresearchersandalsoinvitedforeignanddomesticexpertstocometotheparkgivingpeoplelectures.Asaresultofthat,touristswhocometovisittheparkcanlearnmoreabouttheecologicalbalanceandthinkmor
24、eofoursurvivalenvironment.XiangjiangWildlifeParkstarttoestablishtheirownlong-termimageatahighscaleoflevelandwinconsumersheartbyfocusingonthepublicbenefitactivities.4AnalysisandconclusionThesearethevaluesthatguideourbusiness,ourproductdevelopment,andourb
25、rand.Theyrewhatwelookforineveryemployee.Asourcompanycontinuestoevolveandgrow,thesefivevaluesremainconstant.Thekeyoftheparkssuccessliesinthattheparkstressedonaswellasinsistedonitscompanyvalueandachievedefficientintegratedcommunication.Thecompanyvaluess
26、erveasacompassforouractionsanddescribehowwebehave.Theyguidethewayweworkwithourbusinesspartners,withinourcommunitiesandwitheachother.Companyvalueshelpcompaniesinthedecision-makingprocesses.Asthecorevalueoftheparkiscustomer-oriented,allactivitiesofthepa
27、rkaremarket-centeredandconsumer-centered.Theyusewhatconsumerneedsanddesiresasastartingpointandtrytomeettheirneedsthroughrelevantandefficientadvertising,publicrelations,promotionsandmarketing,mediaandothermeansofcommunicationandorganicallyintegration.Inthisw
28、aytheyhaveachievedlong-termbusinessinterests.Forexample,accordingtotouristsmentalityseekingnew,strange,specialandinterestingthings,theparkestablish“wild&interesting”sceneryspotswhicharemuchdifferentfromothers.Companyvalueseducateclientsandpotentialcustomersabou
29、twhatthecompanyisaboutandclarifytheidentityofthecompany.Especiallyinthiscompetitiveworld,havingasetofspecificcompanyvaluesthatspeaktothepublicisdefinitelyacompetitiveadvantage.XiangjiangWildlifeParkelaboratelyplannedaseriespublicactivitiesthatcancauseinte
30、nsepublicinterestandactiveparticipation,whichhadastronginfluenceonpublicopinion.Atthesametimethecompanycarriedoutgreenmarketingandinsistedontheprincipleofharmoniousdevelopment.Withthegrowingemphasisonarangeofsocialandenvironmentalproblemssuchasecological
31、balanceandenvironmentalprotection,greenbusinesswillbecomeincreasinglypopularamongconsumers.Theparktrytoresonatewithconsumersbyexpressingthevoicesofconsumersonacommonissue.Companyvaluesarebecomingprimaryrecruitingandretentiontools.Asanenergeticwarmfriendlyc
32、ompany,theparkattractslargequantitiesofskilledemployerswhoholdthesamevalueasthecompanytoworkforit.Differentfrommostcases,parksarehardtoattracttalentsduetothedistantworkinglocation.Withthehelpoftheenthusiasticandtalentworkers,theXiangjiangWildlifePark
33、standasagiantandgrowfastinhisfield.CaseTwo：AlibabaGroup1CompanyIntroduction1.1AlibabaGroupintroductionAlibabaGroupisaprivatelyownedcompanyofInternet-basede-commercebusinessincludingbusiness-to-businessonlinewebportals,onlineretailandpaymentservices,ashoppingservices.
34、In2012,twoofAlibabasportalstogetherhandled$170billioninsales,morethancompetitoreBayandAcombined.Thecompanybeganin1999withthewebsiteA,abusiness-to-businessportaltoconnectChinesemanufactureswithoverseasbuyers.Itsconsumer-to-consumerportalTaoba
35、o,similartoeBay,featuresnearlyabillionproductsandisoneofthe20most-visitedwebsitesglobally.AlibabaGroupssitesaccountforover60%oftheparcelsdeliveredinChina.Alipay,anonlinepaymentescrowservice,accountsforroughlyhalfofallonlinepaymenttransactionswithinChina
36、.ThevastmajorityofthesepaymentsoccureusingAlibabaservices.1.2Dream,mission,visionandvaluesDream:CreateadifferentworldthroughthedevelopmentofnewbusinessmodeMission:TomakedoingbusinesseasyVision:ThroughthedevelopmentofIT,solvetheproblemsofsmall-firmsprocuremen
37、t,marketing,managementandfinancingValues:ClientisGod.Providethebestservicetothecustomersandmaintaintheimagesofthecompany.Collaboratetogether.Shareresourcetogetherandtakeresponsibilitytogethersothatmanycommonpeoplecandouncommonthings.Hugwithchanges.Whensomech
38、angeshappenweshouldadaptitandsolveitrationally.Whensomethingalwaysimmutableandfrozenweshouldcreatemorechangesbravely.Honesty.HonestyisasignificantvalueinChineseculture.Passion.Keeppositiveandnevergiveup.Workdedicated,finishworkontime,insistonlearningtoimp
39、roveandusetimeproperly.2BackgroundAsAlibabahaslaunchedvariousservicessystemsitishardtoanalyzethematthesametime.WefocusonstudyingthecaseofTmalltoseehowcompanyvalueandmarketingcommunicationstrategyworkforthesuccessofTmall.TwasintroducedinApril
40、2008asabusiness-to-consumeronlineretailplatformtocomplementtheTaobaoconsumer-to-consumerportalandbecameaseparatebusinessinJune2011.AsofOctober2013itwastheeighthmostvisitedwebsiteinChina,offeringglobalbrandstoanincreasinglyaffluentChineseconsumerbase.3The
41、actionstakenbyAlibabaGroup3.1PublicrelationsPublicrelationsemphasizetwo-waycommunicationbetweentheenterpriseandthepublic.Thepurposeistoestablishmutualunderstandingbetweenenterpriseandpublic.Publicrelationscanbedistinguishedfromcustomerrelationsbecauseitsconcerns
42、gobeyondthecreationofmutuallybeneficialrelationshipswithactualorpotentialcustomers.(1)Renamefrom“Taobao”to“Tmall”.Reestablishthebrand.OnJanuary11th,2012,“Taobao”mallofficiallychangeditsnameto“Tmall”.ThiswordscomesfromChinesehomophoniccat.Catwaspickyonqualit
43、y,brand,environment,whichrepresentsfashion,sexyandquality.Thisispreciselywhattheywanttobuildwiththenewbrand.Meanwhile,thechangeofitsnameistolettheconsumerbecleareraboutthepositioningofthiswebsite.Onthisplatform,consumerscanshopmoreeffectivelyandgetgo
44、odqualityproducts.(2)TmallannualfestivalThe“Tmallannualfestival”markedthestartofTmallindependentbrand.Sincethen,Tmallcanshowtheirbestaccordingtotheirownpersonalorientation.Atthesametime,withtheaidofsuchadistinctivebrandimage,thebrandinfluencewasimproved.
45、(3)AdjusttherelationshipwiththemerchantsOnOctober2011,taobaomallannouncednewrulesfor2012,toincreasethedepositfrom10000yuanto50000,100000,150000,threelevels.Thetechnicalservicefeeraisedfrom6000yuanayearto30000and60000yuanayear.Withhighdeposit,the
46、thresholdoftheenterprisesisraisedupsothatproductqualityandconsumersrightareassured.Atthesametime,Tmallpromisedtoofferthebestplatformandservice,alsotorulemerchantstodolegitimatebusiness,withoutdamagingthebenefitsofconsumers.Otherwisemerchantswillbepunis
47、hed.Aseriesofactionsfromtheperspectiveofconsumerswillinexchangeforconsumerstrustandloyalty.Inthisway,Tmallgetdoublewinwiththeconsumers.3.2AdvertisingAdistraditionallydefinedasanypaidformofnon-personalcommunicationaboutaproduct,aserviceoracompanywithth
48、eintentiontoselltheproductorserviceortoinfluenceopiniononandattitudestowardstheproduct,serviceorcompany.Eachoftheelementsinthisdefinitionmeritsabriefexplanation.Advertisingmarketingcangreatlyimproveproductpopularity,promotethebrand.Tmall,ofcourse,madeal
49、oteffortsinadvertising.(1)TVadvertisingInthetelevisionAD,Tmallutilizecelebrityeffectandpromotiontopushpublic.Especiallyduringfestivals,peoplewillbuyalotdiscountproductsonline,whichbringsbillionsofincome.(2)OnlineadvertisementOntheinternet,Tmallisanintensivep
50、layer.Theytakeeveryopportunityinalmostallnetworkactivities.Suchpractices,suchasbufferadvertismentsometimeshavesideeffectsonconsumers.However,someotherniceradvertisement,willstimulateconsumersshoppingenthusiasm.(3)SponsorTmallsponsoredHunanTVprograms,suchassoap
51、series.ThereasonTmallselectHunanTVastheirsponsoringsubject,istheyhavestrongbrandeffect,whichwilldefinitelyhelppromotion.Ontheotherhand,withabigpopulationwatchHunanTV,thebrandwillbeknownbymorepeople.Inaddition,20oclockisthetimethatmostaudiencearehou
52、sewivesandyouthchasingidoldrama,alsoincludesomewhite-collarstaffs.Thesepeoplearethemainforceofonlineshopping.Thedirectional,targetedadvertisementtothisgroupisanintelligentchoice.3.3SalespromotionSalespromotionisagoodwaywhichusesincentivestoattractconsumers
53、tobuytheproductofproducts.ThemarketingmethodworkswellforTmall.Basicallytherearetwofollowingways:(1)Holidaydiscounts.Suchas11thNovemberistheshoppingcarnivalofTmall.Allproductsare50%discountoff,whichbringalotofbuyerscomingonline.Thisactivitystimulatedbu
54、sinesstransactionsalot.(2)MembershipYoucandirectlyregisterasafreememberofTmall.Inthisway,consumersandshopownersareconnected.Memberscangetcredit(creditscanusedtobuycertainproducts),returnsecurity,birthdaygiftbagandetc.Membershipoffersmanypreferentialdiscou
55、nts,sothatconsumerswillbeloyalty.AlloftheseplaysakeyroleinthedevelopmentofTmall.4AnalysisandconclusionTmall,asChinasmostrepresentativeB2Cwebsite,leadsbusinessmentoshiftfromstoremanagementtonetworkoperation.Mostseriesofbrandspayattentiontotheonlinetradin
56、gplatform,whichisconsideredtobeanimportantmeansandwaytoachievestrategictransformation,brandextension,channelexpansionandtowincustomers.Inmyopinion,themainreasonforthesuccessofTmaillareasfollowingthreepoints:（1）Accuratepositionofservice“Atfirst,theturnove
57、rofTmallisnotpositiveduetothereasonthatitsserviceorientationisnotclearandnoonehastakentheinitiativetostudywhatitsstrengthsare,whatarethecustomersneeds.Whereas,therewillbeaturnoverofaround200000RMBeachmonth.Butweneedtogiveusaclearpositioningofs
58、ervice,weneedtoknowwhatweareselling,thenwhatwecanget.Throughthedataanalysis,wemadesomechangesofourproducts.Laterbasedonthefeedbackofourcustomers,weclearthepositionofourservices.ThereasonofTmallssuccessliesintheaccuratepositionofitsservice:upholdth
59、evaluesofthecompany,-customerscomefirst,embracechange,teamwork,integrity,dedicationandpassion,withthewholenewmeaningtobuildanewB2Cserviceplatform,andtopromoteintegrated,livelyandefficientonlinetradingculture.Byintegratingthousandsofbrands,manufacturersandbuildingaone-stopsolutionbridgebetweenbusinessesandconsumers,Tmallt