市场营销案例分析英文

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.

1.1 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 organizationand its products.(Kotleret al.1999)

3 The actions taken by Xiangjiang Wildlife Park

3.1Establish “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 "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 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 d evelop 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 environment

According to the idea "what consumers want, what we offer" ,the park try their