市场营销案例分析英文.docVIP

精选文库 PAGE PAGE 1 -- 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 organization and 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. (