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Lin, Pearl
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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 Yang Yan, who provided information and insights for this video. This case discusses that during the COVID-19 pandemic, Wuxi Rsun The Lakefart Hotel faced low occupancy and a lack of breakthrough points. However, the hotel quickly seized the opportunity by collaborating with social media influencers to promote a mermaid diving training event in their infinity pool on platforms like Douyin and Xiaohongshu. This innovative new media marketing strategy successfully attracted the attention of young and family customers, leading to a significant increase in reservations and revenue and making the hotel a popular check-in destination. The hotel's ability to adapt to the crisis and leverage new media platforms to reach its target audience demonstrates its flexibility and strategic foresight.
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。特別感謝楊豔為本視頻提供信息和見解。本案例討論了在COVID-19大流行期間，無錫瑞遜湖畔酒店面臨入住率低和缺乏突破點的問題。然而，酒店迅速抓住了這個機會，與社交媒體影響者合作，在抖音和小紅書等平臺上推廣了無邊泳池的美人魚潛水訓練活動。這種創新的新媒體行銷策略成功吸引了年輕和家庭客戶的注意，導致預訂量和收入顯著增加，並使酒店成為受歡迎的入住目的地。酒店能夠適應危機並利用新媒體平台接觸目標受眾，這證明瞭其靈活性和戰略遠見。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Social media -- Influence Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Du Mu, who provided information and insights for this video. This case discusses how Nanzhao County, a tourist destination in China, responded to the economic impact of the COVID-19 pandemic on the tourism industry. The county government collaborated with local enterprises and tourism organizations to develop a comprehensive marketing strategy. This strategy involved branding the region by combining local culture and natural landscapes, building an ecosystem of cooperation, integrating local specialties with the tourism experience, and leveraging digital marketing and social media. As a result, the county enhanced its brand influence, increased online traffic and bookings, and contributed to the recovery of the local economy through tourism.
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。特別感謝杜牧為本視頻提供信息和見解。本案例討論了中國旅遊目的地南召縣如何應對COVID-19大流行對旅遊業的經濟影響。縣政府與當地企業和旅遊組織合作，制定了全面的營銷戰略。該戰略涉及通過結合當地文化和自然景觀、建立合作生態系統、將當地特色菜與旅遊體驗相結合以及利用數位行銷和社交媒體來打造該地區的品牌。因此，該縣能夠增強其品牌影響力，增加在線流量和預訂量，並通過旅遊業為當地經濟的復甦做出貢獻。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing China -- Henan Sheng Hospitality industry -- Marketing Tourism -- Marketing
- Resource Type:
- Others
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Others
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 Li Yongxing, who provided information and insights for this video. This case discusses precision marketing theory and new media platforms to reach and engage target audiences effectively. The key elements include data-driven target audience positioning, innovative content creation, multi-channel promotion, and user interaction to drive brand awareness, audience coverage, travel intent, and social media influence. The plan acknowledges potential challenges around content homogeneity and low user engagement and proposes to address these through continuous innovation, engagement improvement, and data-driven strategy adjustments.
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。特別感謝李永興為本視頻提供信息和見解。本案例討論了精準營銷理論和新媒體平臺如何有效觸達和吸引目標受眾。關鍵要素包括數據驅動的目標受眾定位、創新內容創作、多渠道推廣和用戶互動，以提高品牌知名度、受眾覆蓋率、旅遊意向和社交媒體影響力。該計劃承認內容同質化和用戶參與度低的潛在挑戰，並建議通過持續創新、參與度改進和數據驅動的戰略調整來解決這些問題。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Tourism -- Marketing Culture tourism
- Resource Type:
- Others
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Others
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 Li Mengran, who provided information and insights for this video. This case discusses the brand co-creation strategy employed by Singaporean singer JJ Lin and his coffee brand Miracle Coffee. To commemorate his 20th anniversary, Lin launched a world concert tour and leveraged the "celebrity effect" to drive sales at Miracle Coffee's flagship stores and pop-up locations, particularly through a successful flashmob event in Hangzhou, China. The partnership between Lin's music brand and Miracle Coffee allowed the coffee brand to expand its user base and increase store revenue while boosting the popularity of the malls where the Miracle Coffee pop-ups were located. However, the case highlights the need for Miracle Coffee to maintain product quality and for JJ Lin to sustain a positive public image to ensure the long-term success of this brand co-creation strategy.
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。特別感謝李夢然為本視頻提供信息和見解。本案例討論了新加坡歌手林俊傑和他的咖啡品牌Miracle Coffee所採用的品牌共創策略。為紀念出道20周年，林俊傑發起了世界巡迴演唱會，並利用「名人效應」推動了Miracle Coffee旗艦店和快閃店的銷售，特別是在中國杭州成功舉辦了快閃活動。林俊傑的音樂品牌與Miracle Coffee之間的合作使該咖啡品牌能夠擴大其使用者群並增加商店收入，同時也提高了Miracle Coffee快閃店所在購物中心的知名度。然而，這起案件凸顯了Miracle Coffee需要保持產品品質，林俊傑需要保持積極的公眾形象，以確保這一品牌共創戰略的長期成功。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Actors in the advertising industry Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Zhu Biying, who provided information and insights for this video. This case discusses the marketing strategy implemented by the Jinsha Lake Grand Theater in Hangzhou, China, to quickly establish its reputation as a new, high-end theater. The theater leveraged word-of-mouth marketing through social media platforms, influencers, and co-branding with a luxury hotel to promote a major production of "Phantom of the Opera - Chinese Version." The campaign was highly successful, driving strong ticket sales, boosting the theater's reputation, and establishing it as a landmark cultural destination in the region. The case highlights the importance of integrating regional culture and community for theater development, which can be a key challenge for theaters seeking economic and social benefits.
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。特別感謝朱璧鎣為本視頻提供信息和見解。本案例討論了中國杭州金沙湖大劇院為迅速建立其作為新型高端劇院的聲譽而實施的行銷策略。劇院通過社交媒體平臺、影響者以及與一家豪華酒店合作的口碑營銷，推廣了《歌劇魅影-中文版》的大型製作。該活動非常成功，推動了強勁的門票銷售，提升了劇院的聲譽，並將其確立為該地區的地標性文化目的地。該案凸顯了融合地域文化和社區對劇院發展的重要性，這對於尋求經濟和社會效益的劇院來說可能是一個關鍵挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Theater--Marketing Arts facilities China -- Hangzhou
- Resource Type:
- Others
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Others
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 Yi Wanying, who provided information and insights for this video. This case discusses Meituan's creative marketing strategy of incorporating "kangaroo ears" into its delivery riders' uniforms to enhance brand visibility and recognition. By promoting the distinctive visual element across social media and integrating it with seasonal marketing campaigns, Meituan successfully embed the "kangaroo ears" as a memorable brand symbol in consumers' minds, fostering emotional connections through associations with popular culture. The strategy effectively increased consumer engagement and Meituan's market share, demonstrating the power of leveraging a unique brand identity to differentiate in a highly competitive market. However, the case also highlights the challenge of maintaining long-term consumer interest and ensuring marketing activities align with the brand's core values as Meituan continues to evolve its marketing approach.
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。特別感謝易婉瑩為本視頻提供信息和見解。本案例討論了美團在外賣騎手制服中融入「袋鼠耳朵」的創新行銷策略，以提高品牌知名度和認知度。通過在社交媒體上推廣這種獨特的視覺元素，並將其與季節性行銷活動相結合，美團成功地將「袋鼠耳朵」作為令人難忘的品牌符號嵌入消費者心中，同時也通過與流行文化的聯繫來培養情感聯繫。該戰略有效地提高了消費者的參與度和美團的市場份額，展示了利用獨特的品牌標識在競爭激烈的市場中脫穎而出的力量。然而，隨著美團不斷發展其行銷方式，此案也凸顯了保持長期消費者興趣和確保行銷活動與品牌核心價值保持一致的挑戰。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Food service -- Marketing Food delivery services Bring (Marketing)
- Resource Type:
- Others
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Others
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 Yi Liang, who provided information and insights for this video. This case discusses the marketing strategy of Xiangyan Rock Tea, a premium oolong tea brand from the Wuyi Mountain region of China. The company recognized the importance of accurately positioning its high-quality tea and targeting potential customers with the purchasing power and demand for such products. By leveraging relationships with influential figures in the local real estate and cultural tourism industries, the company could effectively introduce its tea to a select group of middle and high-level consumers. The company significantly increased its revenue and established a loyal customer base through personalized product samples, constant communication, and building trust. The case highlights the value of thorough market segmentation, relationship-driven promotion, and emotional preparation in marketing premium tea products to a specific, high-net-worth target audience.
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。特別感謝易亮為本視頻提供信息和見解。本案例討論了中國武夷山區優質烏龍茶品牌響岩岩茶的行銷策略。該公司認識到準確定位其高品質茶葉的重要性，並瞄準具有購買力和需求的潛在客戶。通過利用與當地房地產和文化旅遊業有影響力的人物的關係，該公司能夠有效地將其茶葉介紹給選定的中高端消費者群體。通過個人化的產品樣品、持續的溝通和建立信任，該公司顯著增加了收入並建立了忠實的客戶群。該案例凸顯了徹底的市場細分、關係驅動的推廣和情感準備在向特定的高凈值目標受眾營銷優質茶產品方面的價值。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Bring (Marketing) Marketing Customer relations -- Management
- Resource Type:
- Others
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Others
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 Fang Jing, who provided information and insights for this video. This case discusses the innovative marketing strategies employed by Ji Wenhua, the founder of Haochedu, a successful luxury car sales platform in China. Ji Wenhua's success is attributed to his focus on providing personalized and exceptional customer service, leveraging social media platforms like Douyin to build a strong brand presence and engage with customers, and continuously learning and adapting to the changing market environment. Despite the challenges of a highly competitive and niche luxury car market, Ji Wenhua has achieved remarkable sales and brand recognition without traditional brick-and-mortar showrooms, demonstrating the power of innovative digital marketing approaches.
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。特別感謝房靜為本視頻提供信息和見解。本案例研究討論了中國成功的豪華車銷售平臺豪車毒的創始人紀文華所採用的創新行銷策略。紀文華的成功歸功於他專注於提供個人化和卓越的客戶服務，利用抖音等社交媒體平臺建立強大的品牌形象並與客戶互動，並不斷學習和適應不斷變化的市場環境。儘管面臨競爭激烈和小眾的豪華車市場的挑戰，紀文華卻能夠在沒有傳統實體展廳的情況下實現卓越的銷售和品牌知名度，展示了創新數字行銷方法的力量。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Bring (Marketing) Customer services Automobiles -- Marketing
- Resource Type:
- Others
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Others
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 Zhang Kunpeng, who provided information and insights for this video. This case discusses the marketing strategy of the Shanghai Peace Hotel. This historic hotel sought to revitalize its brand by capitalizing on the popularity of a TV series called "Blossoms of Shanghai." The hotel creatively integrated itself into the show through product placements and special themed offerings, tapping into the growing interest of young consumers in built-in advertising in TV dramas. By continuously emphasizing its rich cultural heritage and crafting engaging brand stories, the Peace Hotel significantly boosted its online visibility and guest room sales, underscoring the importance of blending quality products with effective storytelling to revive traditional brands. The case highlights the need for old hotels to find innovative ways to connect with modern audiences and create sustainable value.
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。特別感謝張鯤鵬為本視頻提供信息和見解。本案例討論了上海和平飯店的行銷策略。這家歷史悠久的酒店試圖通過利用一部名為「繁花」的電視連續劇的受歡迎程度來振興其品牌。酒店通過植入式廣告和特別主題產品，創造性地將自己融入節目中，利用了年輕消費者對電視劇內置廣告日益增長的興趣。通過不斷強調其豐富的文化底蘊和製作引人入勝的品牌故事，和平飯店顯著提升了其在線知名度和客房銷售額，凸顯了將優質產品與有效故事相結合以重振傳統品牌的重要性。該案例凸顯了老酒店需要找到創新的方式來與現代受眾建立聯繫並創造可持續的價值。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Television broadcasting -- Economic aspects Beverages -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Zhang Shuang, who provided information and insights for this video. This case discusses the digital marketing strategy implemented by the Heilongjiang provincial government in China to promote its "Enjoy Heilongjiang with One Click" mini-app. The province leveraged the app to provide comprehensive tourism services and experiences for visitors, integrating hotels, scenic spots, and transportation resources across the region. The marketing campaign featured various online and offline promotional activities during the Lunar New Year Lantern Festival, including interactive events, discounted tour packages, and influencer outreach, attracting 45,000 participants and significantly increasing app usage. The case highlights the importance of leveraging digital technologies to integrate regional tourism resources and provide personalized, seamless experiences for travelers, which can help strengthen the province's cultural and tourism brand.
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。特別感謝張爽為本視頻提供信息和見解。本案例討論了中國黑龍江省政府為推廣其「一鍵玩龍江」小程式而實施的數字行銷策略。該省利用該應用程式為遊客提供全面的旅遊服務和體驗，整合了整個地區的酒店、景區和交通資源。此次營銷活動在農曆新年元宵節期間開展了豐富多彩的線上線下推廣活動，包括互動活動、優惠旅遊套票、網紅外展等，成功吸引了45,000名參與者，並顯著提高了應用的使用率。該案例凸顯了利用數位技術整合區域旅遊資源，為旅客提供個人化、無縫體驗的重要性，有助於加強全省文化和旅遊品牌。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Heritage tourism Mid-autumn Festival Tourism -- Marketing China -- Heilongjiang Sheng
- Resource Type:
- Others