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Hong Kong Polytechnic University
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Strategic planning
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Case Study
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Miao Jian, who provided information and insights for this video. This case discusses the event marketing strategy of MGM China, a joint venture between Diaoyutai State Guesthouse and MGM of the United States. MGM China positions its hotels as gathering centers for regional and global events, leveraging its unique facilities and global sales team to attract large-scale entertainment, luxury, and art events. This strategy has helped MGM hotels in Shanghai, such as MGM Shanghai West Bund and Bellagio by MGM Shanghai, achieve high occupancy rates and average room rates during event periods, cementing their position as the preferred venues for such events. However, the case also highlights the challenge of catering to different customer segments with varying preferences within the same period, which can impact the long-term stability of the label hotel products.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝苗健為本視頻提供信息和見解。本案例探討了釣魚臺國賓館與美國美高梅合資的美高梅中國的活動行銷策略。美高梅中國將其酒店定位為區域和全球活動的聚集中心，利用其獨特的設施和全球銷售團隊來吸引大型娛樂、奢侈品和藝術活動。這一策略説明上海美高梅酒店，如上海西岸美高梅酒店和上海美高梅百樂宮酒店，在活動期間實現了高入住率和平均房價，鞏固了其作為此類活動首選場所的地位。然而，該案例也凸顯了在同一時期內迎合不同偏好的客戶群的挑戰，這可能會影響標籤酒店產品的長期穩定性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic planning Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Tian Ji, who provided information and insights for this video. This case discusses how Luckin Coffee and liquor brand Kweichow Moutai collaborated on a co-branded "Sauce-flavored Latte" promotion that leveraged both brands' influence to target young consumers with innovative flavors. The campaign generated extensive social media buzz and discussion, and the product saw tremendous sales success. The partnership allowed Luckin Coffee to expand its brand appeal and Moutai to reach a younger demographic, demonstrating the power of cross-industry co-branding.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝田吉為本視頻提供信息和見解。本案例討論了瑞幸咖啡和酒類品牌貴州茅臺如何合作推出的聯合品牌“醬香拿鐵”促銷活動，利用兩個品牌的影響力，以創新口味瞄準年輕消費者。該活動引起了社交媒體的廣泛關注和討論，產品銷售取得了巨大的成功。此次合作使瑞幸咖啡擴大了品牌吸引力，茅臺也接觸到了更年輕的人群，展示了跨行業聯合品牌的力量。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Beverages -- Marketing Strategic planning
- Resource Type:
- Case Study
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Case Study
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Liu Hao, who provided information and insights for this video. This case discusses how the Chinese tea brand Naixue collaborated with musician Jay Chou's Fantasy album to create a successful marketing campaign. Naixue leveraged Chou's massive fanbase by co-branding with the album, allowing them to use Chou's image and music without the high endorsement fees. They created a "Fantasy Music Universe" virtual space where consumers could access digital products and rewards by purchasing co-branded items. This innovative digital and experiential marketing strategy led to record-breaking sales, enhanced Naixue's brand image, and showcased the power of AI and digital technology in modern marketing. However, the case also highlights the need for brands to balance technological innovation with maintaining brand integrity and transparency to sustain long-term consumer trust.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝劉昊為本視頻提供信息和見解。本案例討論了中國茶飲品牌奈雪如何與音樂家周杰倫的Fantasy專輯合作，打造成功的營銷活動。奈雪利用周杰倫的龐大粉絲群，與周傑倫的專輯進行聯合品牌推廣，使他們能夠使用周杰倫的形象和音樂，而無需支付高昂的代言費。他們創建了一個「范特西音樂宇宙」虛擬空間，消費者可以通過購買聯名商品來獲得數位產品和獎勵。這種創新的數位和體驗式行銷策略帶來了創紀錄的銷售額，提升了奈雪的品牌形象，並展示了人工智慧和數位技術在現代行銷中的力量。然而，該案也凸顯了品牌需要在技術創新與保持品牌完整性和透明度之間取得平衡，以維持長期的消費者信任。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Beverages -- Marketing Strategic planning
- Resource Type:
- Case Study