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Affiliation
Hong Kong Polytechnic University
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Creator / Instructor
Lin, Pearl
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Keywords
Branding (Marketing)
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Language
Chinese
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1 - 9 of 9
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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 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
The Whisky Carnival at Zhengzhou Crossing Hotel aimed to promote the brand and attract customers through a social marketing strategy. The hotel leveraged its bistro, which transforms into a whisky bar at night, to create a sensory experience for guests. By joining forces with exhibitors and inviting industry experts, the hotel provided an immersive whisky experience through classes and set packages. While the event generated revenue from exhibitor booths and ticket sales, the economic benefits were limited due to a new brand with insufficient preparation time. Challenges included gaining attention and ensuring professional personnel for the whisky bar operation. Overall, the event served to expose the brand and create awareness.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Bring (Marketing) Strategic alliances (Business) Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
This case study discusses how Atour Light Hotel practiced brand concepts, YOL, new retail thinking frameworks, and social hotspots for marketing, successfully increasing the overall revenue of the hotel bar, opening up sales for mojito drinks, and also driving sales of other alcoholic beverages.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Bring (Marketing) Hospitality industry -- Marketing Hotels -- Marketing
- Resource Type:
- Others
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Others
This case study discusses how Fantawild Theme Park utilized the short videos and fan effects of Tik Tok and successfully created a phenomenon-level event by implementing customized marketing, multi-channel entry, and influencer interaction strategies, thereby increasing its market share in the industry.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Bring (Marketing) Social media Internet marketing Amusement parks -- Marketing
- Resource Type:
- Others
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Others
This case study discusses how Li Ziqi's brand successfully built a personal brand and transformed from short video content production to e-commerce marketing by choosing the direction of ancient-style food production and Chinese traditional craftsmanship for personalized products, precisely targeted marketing, and signing with MCN agencies. Li Ziqi has become an Eastern food and lifestyle expert and a promoter of traditional culture.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Bring (Marketing) Noodles -- China
- Resource Type:
- Others
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Others
The case of Xue-Gao Zhong demonstrates the successful creation of cream brand through digital marketing, price positioning and target positioning, and word-of-mouth marketing, co-branding, and the KOL effect to attract the attention of the target customer group.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Bring (Marketing) Ice cream ices etc. -- Marketing
- Resource Type:
- Others
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Others
The Holiday Inn Express case demonstrates how short videos, offline sharing sessions, and diversified activities have established a close emotional bond with the target group.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Bring (Marketing) Hotels -- Marketing Internet marketing Social media
- Resource Type:
- Others