Internet marketing development analysis and cases

An important part of case analysis is data analysis. Case study data analysis enables companies to know what customers and competitors are doing in the market, which is an important way to improve corporate competitiveness. So below is the Internet marketing development analysis and cases I compiled, I hope it can be helpful.

Internet Marketing Development Analysis and Case 1:

Chu Cheng? Create a high-premium agricultural product e-commerce company

Tang Songzai, deputy general manager of the Benli Life Network Operation Center The sharing titled "Selling Fruit Like Coca-Cola" mentioned that when doing Chucheng's brand marketing in 2013, what issues were considered? How to make non-standardized things standardized, and how to do it to young people promotion.

So we see that Benlife.com created the 2013 Chucheng sales with its one-stop service of storytelling, cultural packaging, food safety, social media marketing, and production and sales e-commerce. Among them, the combination of big data technology and social advertising technology, and the mutual cooperation of "Chu Cheng Story" communication and pre-sale promotion activities to warm up the sales of Chu Cheng, are worth learning from. The following are some key points of Chu Cheng’s case summarized based on the previously widely discussed facts:

1) Use big data technology to provide direction and basis for social advertising

Accurate targeting Crowds, carry out targeted promotion (the scope of information collection includes potential fans of products, consumers of competing products, opinion leaders, etc.)

2) Content marketing for product communication

Developed three Set content directions suitable for social communication, including: Chu Cheng product safety direction, Chu Shijian story inspirational direction, Weibo fans exclusive preferential direction, and establish a bridge to connect with target consumers

3) Integrate large-scale Match the precise portrait captured by data technology with the content direction

Formulate different delivery combination plans, test the communication combination with the highest interaction rate for key promotion, and ensure that every promotion cost is spent wisely

4) Invite experts to taste the inspirational orange activity - carry out a gift activity without any threshold

Collected 1,000 post-80s entrepreneurial experts from different industries to provide free incentives for Chucheng Giveaway activities. The 30-year-old master accepted the gift, which subsequently brought more hot topics surrounding Chu Cheng. Internet Marketing Development Analysis and Case 2:

Jinjiang Inn Internet Marketing Case Analysis

In 2010, my country’s online travel industry was very lively. Whether it was a hotel or an online ticket booking website, all The Internet marketing brand was launched. First, a domestic website imitated the case of Australia's Great Barrier Reef, the best job in the world, and launched a "10,000-yuan sleep tester" campaign, which attracted the attention of a large number of netizens. However, Internet marketing training believes that it is not that simple to truly achieve the most winning marketing effects for netizens and enterprises. The reporter interviewed the opinions of the marketing team and Internet marketing experts of Jinjiang Inn, a well-known domestic hotel chain brand. Yes: The best way is to follow the Internet marketing method with Chinese characteristics.

Enough profit-driven to make happy netizens even happier

Among the numerous online marketing cases, Jinjiang Inn’s marketing team noticed that only by combining the behavioral habits of Chinese netizens with Only by combining corporate marketing goals can the effectiveness of online marketing be maximized. And how to realize the combination between the two? Cooperating with Kaixin.com, a popular SNS media in China, has become an important choice for Jinjiang Inn's marketing team.

Mr. Chen Wenzhe, marketing director of Jinjiang Inn, told reporters that the users of Kaixin.com are mainly white-collar workers in major domestic cities, and their demographic characteristics and consumption tastes are in line with the brand positioning of Jinjiang Inn.

This is one of the important reasons why Jinjiang Star chose to cooperate with Kaixin.com. How to make users of Kaixin.com also become Jinjiang Star users. He believes that potential customers should be given the opportunity to do so without affecting the user experience of Kaixin.com. Enough profit-driven.

To this end, Jinjiang Inn, together with more than 300 chain stores that have opened nationwide, will launch from January 20 to March 10, 2010. Don’t miss out on the millions (prizes)? The theme promotion event has rich prizes and the event setting is easy and interesting. As of press time, the number of views of this event on Kaixin.com's homepage has exceeded 1 million, and the number of views on the event post has reached 500. Thousands of times, nearly 100,000 people use Jinjiang Star vouchers as gifts among relatives and friends every day.

Complete benefit sharing, winning popularity and hearts

Compared with many domestic companies that completely copy foreign marketing cases, Jinjiang Inn’s marketing team has a clear understanding of how to compete in the fierce competition. In the market environment, we can not only respect the psychological characteristics and cultural background characteristics of Chinese users, but also be able to find new ways and boldly innovate with confidence. For the hotel industry, reputation and branding are crucial. In the fiercely competitive hotel chain industry, how can Jinjiang Inn consolidate and strengthen its good reputation as the leading brand of domestic economic hotel chains

? We will always insist on quality from the perspective of customer experience , impress every customer with our pragmatic spirit, professional skills and sincere service. Moreover, we will continue to adhere to the path of innovative marketing and conduct all-round communication with consumers for the purpose of mutual benefit and win-win cooperation. Mr. Tong Jiquan, the person in charge of Jinjiang Inn’s event, said so.

When Wang Chiyu, an online marketing expert, was interviewed by reporters, he showed more admiration for the marketing team of Jinjiang Inn. ?For a hotel chain like Jinjiang Inn with a well-known brand for more than ten years, it always has a concept of sharing interests with new and old customers and partners, and can keenly capture and grasp the trend of younger and younger people. The characteristics of networked customer groups make us full of confidence in the development and future of Jinjiang Inn?

In this regard, senior experts in the domestic hotel industry said in an interview that hotel marketers need to have a sense of crisis and a sense of mission, we must work hard to develop our internal strength for the prosperity of the industry, and avoid internal friction caused by disorderly competition and blind price cutting. What's more, we need to be each other's loyal partners in joint operations, learn to win-win or win-win, and change life-and-death competition into collaborative development competition. This is the development path of the hotel industry under the new situation, and it is also the general trend.