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The Virtual Reality (VR) Training for Laser Cutter Operation was developed as a supplementary training tool for the PolyU Library’s technical support staff to practice and become familiar with the operation of a laser cutter. The application simulates the environment, laser cutter model, essential operational procedures, and corresponding responses of our laser cutter in service as realistically as feasible. A computer with a simplified laser cutting software interface was also built to simulate the software operation. Interactions (primarily on/off) with all other peripheral equipment, such as the ventilation system, air compressor, and earmuffs, are triggered through button clicks in an on-screen menu. The application simulates the operational procedures and corresponding reactions of the real laser cutter as closely as necessary. New technical staff members who are trained but not yet proficient with laser cutting can practice safely in an immersive environment enabled by VR technology.
- Keywords:
- Laser beam cutting Makerspaces in libraries Virtual reality Virtual reality -- Library applications
- 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 Liu Xiaotian, who provided information and insights for this video. This case discusses a marketing strategy that leverages popular online trends and public relations tactics to promote a hotel brand and a major e-commerce platform. The key elements include: 1) Tapping into the widespread popularity of "domineering CEO" and "noble butler" themes in Chinese internet culture and staging a "handsome housekeeper" event to attract attention; 2) Carefully controlling the risks and social perceptions around the event, ensuring it is positioned as a one-time promotional activity rather than a regular hotel service; and 3) Filming the event across different hotel venues to showcase the Sofitel Hangzhou Yingguan property and generate significant exposure on social media platforms. The outcomes indicate significant reach and engagement but highlight the potential risks of such an approach, underscoring the importance of meticulous planning and monitoring to avoid unintended negative consequences.
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。特別感謝劉嘯天為本視頻提供信息和見解。本案例討論了一種利用流行的在線趨勢和公共關係策略來推廣酒店品牌和主要電子商務平台的行銷策略。關鍵要素包括：1）利用「霸道總裁」和「貴族管家」主題在中國網路文化中的廣泛流行，舉辦「帥氣管家」活動吸引眼球；2）謹慎控制活動周圍的風險和社會認知，確保將其明確定位為一次性促銷活動，而不是常規的酒店服務；3）在不同的酒店場所拍攝活動，以展示杭州英冠索菲特酒店，並在社交媒體平台上產生大量曝光。這些結果表明了巨大的影響力和參與度，但也突出了這種方法的潛在風險，強調了細緻的規劃和監測以避免意外的負面後果的重要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Internet marketing Social media 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 Huang Wenjie, who provided information and insights for this video. This case discusses the strategic brand positioning and marketing initiatives undertaken by Shunde Huaguiyuan Hotel Co., Ltd. to promote the Cantonese cuisine and food culture of Shunde, a well-known culinary destination in China. The hotel launched a high-end Cantonese restaurant called "Finding Shunde's Food," which employed a multifaceted marketing approach, including a digital strategy with online menus and social media engagement, community involvement and tourism partnerships, enhanced customer experience and service quality, as well as offline publicity and event-based promotions. The results were positive, with the restaurant's initial solid performance and positive customer feedback. However, the case also highlights the hotel's ongoing challenges in navigating a highly competitive catering market, managing costs, and adapting to rapidly changing consumer demands and market trends.
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。特別感謝黃文傑為本視頻提供信息和見解。本案例討論了順德區華桂園酒店有限公司為推廣中國知名美食目的地順德的粵菜和飲食文化而採取的戰略性品牌定位和營銷舉措。酒店推出了一家名為「尋味順德」的高端粵菜餐廳，採用多方面的行銷方法，包括通過在線菜單和社交媒體參與、社區參與和旅遊合作的數位化策略，提升客戶體驗和服務品質，以及線下宣傳和活動式促銷。結果是積極的，餐廳的初期表現強勁，客戶反饋積極，儘管該案例也凸顯了酒店在駕馭競爭激烈的餐飲市場、管理成本以及適應快速變化的消費者需求和市場趨勢方面面臨的持續挑戰。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Caterers catering 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 Feng Jingjing who provided information and insights for this video. This case discusses the marketing strategy employed by Crowne Plaza Hefei facing increased competition and declining corporate budgets for end-of-year annual meetings. The hotel developed a unique "Masquerade Party" themed event, which included customized elements like formal attire, photo opportunities, and themed package options. By providing an immersive and interactive experience, the hotel generated substantial interest and bookings from companies looking to host their annual meetings. The success of this themed event highlights the value of understanding customer needs, creating a distinctive experience, and leveraging special occasions to drive hotel bookings and revenue during challenging economic times.
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。特別感謝鳳晶晶為本視頻提供信息和見解。本案例討論了合肥皇冠假日酒店在年終年會面臨競爭加劇和公司預算下降的情況下採用的行銷策略。酒店開發了獨特的“化裝舞會”主題活動，其中包括正裝、拍照機會和主題套餐選項等定製元素。通過提供身臨其境的互動體驗，該酒店能夠引起希望舉辦年會的公司的巨大興趣和預訂。這一主題活動的成功凸顯了了解客戶需求、創造獨特體驗以及利用特殊場合在充滿挑戰的經濟時期推動酒店預訂和收入的價值。
- Subjects:
- Event and Convention and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Weddings Hospitality industry -- Marketing Special events -- 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 Wei Fuchun, who provided information and insights for this video. This case discusses how Hilton Zhuji Hotel fully integrated the local cultural elements of Xishi and pearls into its design, services, and marketing strategy. By creating a unique cultural atmosphere and providing immersive pearl-related experiences for guests, the hotel successfully established a distinctive brand image that showcased the rich history and craftsmanship of the Zhuji region. This innovative approach to cultural marketing enhanced customer satisfaction and loyalty. It contributed to the inheritance and promotion of the local Zhuji culture, serving as an excellent example of how hotels can leverage their geographic and cultural context to differentiate their offerings.
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。特別感謝魏福春為本視頻提供信息和見解。本案例探討了諸暨希爾頓酒店如何將西施和珍珠的當地文化元素充分融入其設計、服務和行銷策略中。酒店通過營造獨特的文化氛圍，為賓客提供身臨其境的珍珠相關體驗，成功樹立了鮮明的品牌形象，展現了諸暨地區豐富的歷史和工藝。這種創新的文化行銷方法提高了客戶滿意度和忠誠度。它為諸暨當地文化的傳承和推廣做出了貢獻，是酒店如何利用其地理和文化背景來區分其產品的一個很好的例子。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- 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 Gao Boyou, who provided information and insights for this video. This case discusses JellyCat, a UK-based doll company that faced challenges in the Chinese market due to its non-local brand identity and high pricing. To address this, JellyCat adopted a new market segmentation strategy, targeting young consumers with higher purchasing power, and implemented an "Ugly as Beauty" reverse marketing approach. This strategy, which leveraged the social attributes of "ugly" things and aligned with the emotional needs of young consumers, helped JellyCat establish a strong brand identity and product features, leading to increased sales and brand loyalty. However, the approach also carries risks, as improper execution could damage the brand's image, and the phenomenal popularity has a time limit, requiring continuous marketing and maintenance efforts.
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。特別感謝高博悠為本視頻提供信息和見解。本案例討論了總部位於英國的娃娃公司 JellyCat 因其非本地品牌標識和高定價而在中國市場面臨挑戰。為了解決這個問題，JellyCat採用了一種新的市場市場區隔分策略，瞄準購買力較高的年輕消費者，並實施了“醜美”的逆向行銷方法。這一策略利用了“醜陋”事物的社會屬性，符合年輕消費者的情感需求，幫助JellyCat建立了強大的品牌形象和產品特色，從而提高了銷售額和品牌忠誠度。然而，這種方法也存在風險，因為執行不當可能會損害品牌形象，而且驚人的受歡迎程度是有時間限制的，需要持續的營銷和維護工作。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Consumer behavior -- Psychological aspects Consumers -- Psychology 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 Han Ninghua, who provided information and insights for this video. This case discusses a tourism company's strategy to create a new cultural and tourism integration model. The key elements of the strategy include in-depth market research and product positioning, the design of immersive, themed experience projects that deeply incorporate local culture and attractions, a multi-channel promotional approach, customized customer service, a loyalty program, and continuous evaluation and adjustment of the strategy based on customer feedback. The primary challenge identified is the difficulty in recruiting and training specialized tour guides who consistently deliver the desired level of service, entertainment, and cultural immersion.
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。特別感謝韓凝華為本視頻提供信息和見解。本案例研究討論了一家旅遊公司創建文化和旅遊融合新模式的戰略。該戰略的關鍵要素包括深入的市場調研和產品定位、深度融入當地文化和景點的沉浸式主題體驗項目設計、多渠道促銷方式、定製客戶服務、忠誠度計劃，以及根據客戶反饋對戰略進行持續評估和調整。主要挑戰是難以招聘和培訓能夠始終如一地提供所需水平的服務、娛樂和文化沉浸的專業導遊。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Heritage tourism Tourism -- Marketing China -- Hangzhou 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 Wei Youji, who provided information and insights for this video. This case discusses the conservation and marketing strategy for Longhu Mountain, the ancestral home of Taoism in China. Located in Jiangxi Province, Longhu Mountain is the "No. 1 Town of Taoism in China," rich in cultural, ecological, and tourism resources. The marketing strategy revolves around capitalizing on the growing trends of "great health consumption," deep integration of Chinese culture and immersive experiences, and embracing online platforms to create an "internet celebrity town" for tourists. The ultimate goal is to transform Longhu Mountain and Shangqing Town into an exemplary cultural destination that showcases Taoist history, medicine, and traditions over the next 20 years. However, challenges remain in educating the local populace and visitors about Taoist culture and etiquette.
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。特別感謝韋佑基為本視頻提供信息和見解。本案例討論了中國道教的祖庭龍虎山的保護和行銷策略。龍虎山位於江西省，素有「中國道教第一鎮」之稱，擁有豐富的文化、生態、旅遊資源。行銷策略圍繞緊抓“健康消費”主流趨勢，深度融合中華文化與沉浸式體驗，擁抱線上平臺，打造遊客“網紅小鎮”。最終目標是在未來20年內將龍虎山和上清鎮轉變為一個展示道教歷史、醫學和傳統的典範文化目的地，儘管在教育當地民眾和遊客瞭解道教文化和禮儀方面仍然存在挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Spiritual tourism Heritage tourism 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 Chen Hao, who provided information and insights for this video. This case discusses the marketing strategy of Lyf, a co-living apartment brand, using talk show events to engage with its target audience of young, educated consumers in China. The key aspects of the strategy include using the relatable and entertaining format of talk shows to build brand awareness and community, developing communication channels like social media and event activities to drive participation and conversion, and continuously refining the event format and themes to maintain audience interest. While the strategy has yielded positive outcomes in building brand recognition and acquiring new members, the case also highlights the challenges of sustaining the appeal of such events and effectively integrating online and offline engagement. Overall, the case demonstrates how Lyf has leveraged the popularity of talk shows among its target demographic to forge deeper connections with potential customers.
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。特別感謝陳昊為本視頻提供信息和見解。本案例研究討論了共用生活公寓品牌Lyf的行銷策略，該品牌利用脫口秀活動與目標受眾（中國受過良好教育的年輕消費者）互動。該策略的關鍵方面包括使用脫口秀節目的親和力和娛樂性來建立品牌知名度和社區，開發社交媒體和線下活動等溝通管道以推動參與和轉化，以及不斷完善活動形式和主題以保持觀眾的興趣。雖然該策略在建立品牌知名度和獲得新成員方面取得了積極成果，但該案例也凸顯了維持此類活動的吸引力以及有效整合線上和線下參與的挑戰。總體而言，該案例展示了Lyf如何利用脫口秀在其目標人群中的受歡迎程度與潛在客戶建立更深層次的聯繫。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Apartment houses -- 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 Lu Yi, who provided information and insights for this video. This case discusses how The Ritz-Carlton Hotel leveraged a creative marketing campaign centered around a lost giraffe doll to enhance the customer experience and build emotional connections with guests. By returning the lost doll and photos of it "vacationing" at the hotel, The Ritz-Carlton was able to delight the family and prompt them to share the heartwarming story on social media, generating positive word-of-mouth and improving brand recognition. The success of this campaign highlights the power of personalized, emotionally driven experiences in driving customer loyalty and advocacy. However, the case also notes the challenges hotels face in consistently delivering such high-touch services. Overall, The Ritz-Carlton's "Giraffe Doll Vacation" campaign demonstrates the marketing potential of tapping into customer emotions and creating memorable, shareable moments.
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。特別感謝陸懿為本視頻提供信息和見解。本案例研究討論了麗思卡爾頓酒店如何利用以丟失的長頸鹿娃娃為中心的創意營銷活動來增強客戶體驗並與客人建立情感聯繫。麗思卡爾頓酒店將丟失的娃娃連同在酒店“度假”的照片一起歸還，讓客人感到高興，並促使他們在社交媒體上分享這個感人的故事，從而產生了積極的口碑，提高了品牌知名度。這項活動的成功凸顯了個人化、情感驅動的體驗在推動客戶忠誠度和擁護方面的力量，儘管該案例也指出了酒店在持續提供此類高接觸服務方面面臨的挑戰。總體而言，麗思卡爾頓酒店的「長頸鹿娃娃假期」活動展示了利用客戶情緒和創造令人難忘、可分享的時刻的營銷潛力。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Customer relations Tourism -- Marketing Hospitality industry -- Marketing Customer services
- 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 Zheng Hong, who provided information and insights for this video. This case discusses how the Import Commodity City in Qingtian County, Zhejiang Province, China, has leveraged the concept of cultural capital to enhance the tourism experience and boost local economic development. After establishing a vibrant import goods market, the local government and travel agencies have curated immersive travel packages that combine shopping, educational experiences, and authentic Western-style dining. This strategy has effectively increased the length of tourist stay, driven up sales for merchants, and opened up new segmented travel markets, such as employee retreats and parent-child excursions. The case highlights the importance of integrating cultural education, culinary experiences, and strategic partnerships to create a holistic and compelling tourism offering that capitalizes on the growing demand for unique, experiential travel.
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。特別感謝鄭鴻為本視頻提供信息和見解。本案例討論了中國浙江省青田縣的進口商品城如何利用文化資本的概念來提升旅遊體驗並促進當地經濟發展。在建立了充滿活力的進口商品市場后，當地政府和旅行社策劃了沉浸式旅行套餐，將購物、教育體驗和正宗的西餐相結合。這一策略有效增加了遊客的停留時間，帶動了商家的銷售，並開闢了新的細分旅遊市場，如員工務虛會、親子短途旅行等。該案例凸顯了整合文化教育、美食體驗和戰略合作夥伴關係的重要性，以創造一個全面且引人入勝的旅遊產品，應對獨特體驗式旅行日益增長的需求。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Wine tourism Food tourism 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 Cai Qiyao, who provided information and insights for this video. This case discusses that InterContinental Xiamen has created the "Whale Fantasy World" Metaverse family vacation experience, which combines immersive MR technology, interactive devices, and upgraded art and visual displays to provide a unique and engaging parent-child travel experience. The hotel has used a comprehensive digital marketing strategy, including online promotion, offline activities, and strategic partnerships, to attract family tourists and enhance customer satisfaction and loyalty. Despite the high investment and potential competition in the market, the hotel is confident in maintaining its innovation and standing out in the fierce competition by continuously optimizing its product experience and service quality.
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。特別感謝蔡琪瑶為本視頻提供信息和見解。本案例探討廈門洲際酒店打造了「鯨魚奇幻世界」元宇宙家庭度假體驗，結合沉浸式MR技術、互動設備、升級的藝術和視覺展示，提供獨特而引人入勝的親子旅行體驗。酒店採用全面的數字行銷策略，包括線上推廣、線下活動、戰略合作等，吸引家庭遊客，提高客戶滿意度和忠誠度。儘管市場投資高昂，競爭激烈，但酒店有信心保持創新，通過不斷優化產品體驗和服務品質在激烈的競爭中脫穎而出。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations 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 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:
- 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 Hu Dongwen, who provided information and insights for this video. The case discusses the digital marketing strategy employed by the Courtyard by Marriott Hotel in Chongli, China, to target the growing parent-child travel market. The key elements of the strategy include enriching the product line with specialized parent-child offerings, cross-border collaborations to enhance the customer experience, and leveraging digital marketing channels to increase brand awareness and traffic. This multi-pronged approach significantly improved the hotel's popularity, built a strong brand reputation, and led to a substantial customer base and revenue growth.
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。特別感謝胡東文為本視頻提供信息和見解。本案例探討了中國崇禮萬怡酒店為瞄準不斷增長的親子旅遊市場而採用的數字行銷策略。該戰略的關鍵要素包括通過專門的親子產品豐富產品線，跨境合作以增強客戶體驗，以及利用數位行銷管道提高品牌知名度和流量。這種多管齊下的方法顯著提高了酒店的知名度，建立了強大的品牌聲譽，並帶來了可觀的客戶群和酒店收入增長。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations 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 Luo Jiangwei, who provided information and insights for this video. This case discusses a collaboration between Feizhu (Fliggy) and Macau Pass to launch a co-branded card that offers discounts and benefits for Macau travelers. The marketing strategy involves using the co-branded card to create brand awareness around "Visiting Hong Kong and Macau on Fliggy," integrating online and offline experiences and leveraging Fliggy's and Macau's marketing resources and channels. The partnership has already succeeded, with thousands of Macau hotel bookings made through Fliggy using the co-branded card. It has prospects for further expansion of the Macau customer base. However, the case also highlights challenges around coordinating between government, companies, and customers and managing the high costs associated with such collaborative projects.
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。特別感謝羅江威為本視頻提供信息和見解。本案例討論了飛豬與澳門通合作推出聯名卡，為訪澳旅客提供折扣和優惠。行銷策略包括利用聯名卡，圍繞「飛豬遊港澳」打造品牌知名度，整合線上線下體驗，並利用飛豬和澳門的營銷資源和管道。此次合作已經取得了成功，數以千計的澳門酒店通過飛豬使用聯名卡預訂，並有望進一步擴大澳門客戶群。然而，該案例也凸顯了政府、公司和客戶之間協調以及管理與此類合作專案相關的高成本的挑戰。
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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 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) Strategic planning Beverages -- 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 Wang Xiaokkun, who provided information and insights for this video. This case discusses the marketing strategy adopted by the Sanya Xidao Characteristic Tourism Destination, an ancient fishing village with over 400 years of history. To increase its popularity and attract more visitors, the destination upgraded its facilities to integrate local cultural elements, collaborated with popular travel variety shows for promotional exposure, and leveraged social media marketing tactics like influencer partnerships and user-generated content. These efforts significantly increased the destination's popularity, becoming a top tourist attraction in Sanya. However, the case highlights the need for continuous innovation and a careful balance between maintaining the authenticity of the destination and avoiding excessive commercialization.
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。特別感謝王曉昆為本視頻提供信息和見解。本案例討論了擁有400多年歷史的古老漁村三亞西島特色旅遊勝地所採取的行銷策略。為了提高知名度，吸引更多遊客，該目的地對設施進行了升級，融入了當地文化元素，與熱門旅遊綜藝節目合作進行宣傳曝光，並利用社交媒體行銷策略，如影響者合作夥伴關係和使用者生成的內容。這些努力使該目的地的受歡迎程度顯著提高，成為三亞的頂級旅遊景點。然而，該案例凸顯了持續創新的必要性，並在保持目的地的真實性與避免過度商業化之間保持謹慎平衡的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Internet marketing China -- Hainan Sheng 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 Wang Fangzhou, who provided information and insights for this video. This case discusses that the hospitality industry in China is facing a labor shortage, with a projected shortfall of 2.4 million workers by 2025 due to demographic changes. To address this challenge, Marriott launched a new global people brand campaign called "Be" to attract and retain top talent. The campaign empowers associates to fulfill their career goals and grow professionally and personally through Marriott's commitment to a culture of inclusion and innovative opportunities. The launch of the "Be" campaign has generated significant social media engagement and traffic to Marriott's careers website as the company continues to invest in and grow its workforce.
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。特別感謝王方舟為本視頻提供信息和見解。本案例討論了中國酒店業正面臨工作力短缺的問題，由於人口結構的變化，預計到 2025 年將缺口 240 萬。為了應對這一挑戰，萬豪推出了一項名為“Be”的全新全球人才品牌活動，以吸引和留住頂尖人才。該活動旨在通過萬豪對包容性文化和創新機會的承諾，幫助員工實現職業目標，並在職業和個人方面實現成長。隨著公司繼續投資和發展員工隊伍，“Be”活動的推出已為萬豪的職業網站帶來了大量社交媒體參與度和流量。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Personnel management Hotels -- Employees
- 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 Wang Jiaquan, who provided information and insights for this video. This case discusses the innovative marketing strategies employed by Feiniaoji B&B, a Chinese hospitality brand, focusing on emotional storytelling and new media platforms. The key elements of Feiniaoji's marketing approach include the creation of captivating "mini-movie" advertisements that evoke emotional resonance, the incorporation of literary and artistic styles to appeal to young, lifestyle-oriented consumers, the utilization of interactive short-form video content on platforms like TikTok, and the highlighting of the brand's local cultural heritage and unique service offerings. Through these multifaceted strategies, B&B aimed to differentiate itself in a highly competitive industry, enhance brand loyalty, and address common pain points hospitality providers face. The case emphasizes the importance of content innovation and strategic partnerships in driving successful new media marketing campaigns.
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。特別感謝王加權為本視頻提供信息和見解。本案例討論了中國酒店品牌飛鳥集民宿採用的創新行銷策略，重點關注情感敘事和新媒體平臺的運用。飛鳥集行銷方式的關鍵要素包括製作引人入勝的「微電影」廣告，喚起情感共鳴，融入文學和藝術風格以吸引年輕、以生活方式為導向的消費者，在抖音等平臺上利用互動短視頻內容，以及突出品牌的本土文化底蘊和獨特的服務產品。通過多方面的策略，B&B旨在從競爭激烈的行業中脫穎而出，提高品牌忠誠度，並解決酒店供應商面臨的共同痛點。該案例強調了內容創新和戰略合作夥伴關係在推動新媒體營銷活動成功方面的重要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Internet marketing Lodging-houses Bed breakfast accommodations
- 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 Pan Hongling, who provided information and insights for this video. This case discusses the marketing strategies employed by the Altay region in Xinjiang, China, to position itself as a premier skiing destination. The key strategies include: 1) Creating a popular "check-in spot" for skiing experiences by leveraging the region's natural scenery and working with social media influencers, 2) Introducing the Altay Ski Card, which offers unlimited skiing access to drive repeat visits and increase tourist spending on accommodations, dining, and equipment rentals. These strategies have successfully increased tourist traffic, length of stays, and overall revenues for the local tourism industry. However, the case also highlights the need to address challenges around managing the influx of tourists, maintaining service quality, and ensuring sustainable development of the region's natural resources.
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。特別感謝潘虹伶為本視頻提供信息和見解。本案例討論了中國新疆阿勒泰地區為將自己定位為首屈一指的滑雪目的地而採用的行銷策略。主要策略包括：1）通過利用該地區的自然風光並與社交媒體影響者合作，為滑雪體驗創造一個受歡迎的“打卡點”，2）推出阿勒泰滑雪卡，提供無限制的滑雪通道，以推動重複訪問並增加遊客在住宿、餐飲和設備租賃方面的支出。這些策略成功地增加了當地旅遊業的客流量、逗留時間和整體收入。然而，該案例也凸顯了應對遊客湧入、維持服務品質和確保該地區自然資源可持續發展等挑戰的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Skis skiing Mountain tourism Hospitality industry -- Marketing
- Resource Type:
- Others