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  • Others 
    Finding Shunde’s Food, Letting Food Culture Go Out of Shunde and Benefit the People |GreatCase100

    Finding Shunde’s Food, Letting Food Culture Go Out of Shunde and Benefit the People |GreatCase100

    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
     
  • Others 
    JellyCat——“Ugly become widely known” reverse marketing |GreatCase100

    JellyCat——“Ugly become widely known” reverse marketing |GreatCase100

    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:
    Consumers -- Psychology Consumer behavior -- Psychological aspects Marketing
    Resource Type:
    Others