Successful case analysis of marketing website?

Analyze such as "pregnancy in October" and solve problems such as "one delivery". Analysis is to solve problems. Then the following is what I have compiled. Let's have a look with me. I hope it will help.

One:

A Case Study of Jinjiang Inn Network Marketing

20 10 online travel industry in China is very lively. Online marketing cards have been launched in hotels and online booking websites for air tickets. First, a domestic website imitated the case of "the best job in the world" in Australia's Great Barrier Reef and launched the "10,000 yuan sleeper" activity, which attracted a lot of netizens' attention. However, network marketing training believes that it is not so simple to truly realize the marketing effect of * * * on netizens and enterprises. The reporter interviewed the marketing team and network marketing experts of Jinjiang Inn, a famous domestic hotel chain, and came to the conclusion that network marketing with China characteristics is king.

Driven by sufficient interests, let happy netizens be happier.

In the complicated network marketing cases, the marketing team of Jinjiang Star noticed that only by combining the behavior habits of China netizens with the marketing objectives of enterprises can the effect of network marketing be maximized. How to combine the two is an important choice for Jinjiang Star marketing team to cooperate with Kaixin.com, a popular SNS media in China.

Mr. Chen, director of marketing department of Jinjiang Inn, told reporters that most of its users are white-collar workers in major cities in China, and their demographic characteristics and consumer tastes are in line with the brand positioning of Jinjiang Inn. This is one of the important reasons why Jinjiang Inn chose to cooperate with Xin Kai. How to make Xin Kai users become Jinjiang Star users? He believes that potential customers should be driven by sufficient benefits without affecting the user experience in Xin Kai.

Therefore, more than 300 chain stores that have opened in the United Nations of Jinjiang Inn launched the "Prize * * * * *" themed preferential activities on October 20th+00-March 20th 10, 2065. The prizes are very rich and the activities are relaxed and interesting. As of press time, this activity. Netizens viewed the activity posts 5 million times, and nearly 65,438+10,000 people gave the vouchers of Jinjiang Inn as gifts to relatives and friends every day.

Enjoy the full benefits and win the hearts of the people.

Compared with many domestic enterprises completely copying foreign marketing cases, Jinjiang Star's marketing team can not only respect the psychological characteristics and cultural background characteristics of China users in a highly competitive market environment; I am confident that I can find a new way and make bold innovations. For the hotel industry, word of mouth and brand are very important. How does Jinjiang Inn consolidate and strengthen its good reputation as the leading brand of domestic economic hotel chains in the fierce competition of hotel chains?

"We will always adhere to good quality from the perspective of customer experience and impress every customer with our pragmatic spirit, professional skills and sincere service. Moreover, we will continue to adhere to the road of innovative marketing and communicate with consumers in all directions in the spirit of mutual benefit and win-win cooperation. " Mr. Tong Jiquan, the person in charge of this activity of Jinjiang Inn, said so.

When interviewed by reporters, Wang Chiyu, an online marketing expert, paid more attention to the Jinjiang Star marketing team. "For Jinjiang Inn, a chain hotel with a well-known brand for more than ten years, we always adhere to the concept of sharing interests with new and old customers and partners, and can keenly capture and grasp the characteristics of younger and networked customers, which makes 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 mission, work hard for the prosperity of the industry, and avoid internal friction caused by disorderly competition and blind price reduction. More importantly, we should be loyal partners in joint operations, learn to win-win or win-win, and turn the life-and-death competition into coordinated development competition. This is the development road of the hotel industry under the new situation, and it is also the general trend.

Two:

Grasp the player's psychology and win the journey marketing.

Journey is not the best online game in terms of technology or content, but according to the analysis results of iResearch market research report, it can occupy 5.2% of the online game market and 7.0% of the MMORPG market after about one year of operation. We have to admit that it is the fastest growing online game with mature marketing methods.

So what kind of marketing methods have made the journey today's impressive achievements, even the highest line continuously broke through 86W and 100W? I think the key lies in Shi Yuzhu's accurate analysis and grasp of the psychology of gamers:

1. Free lunch

As early as the internal test in 2005, Journey announced that the game would be free forever. Although Shanda had announced that its three major online games would be free before this, the banner of "forever free" still became a stunt of the journey, attracting the attention of many players when few companies dared to declare free at that time.

The seemingly free lunch is actually just a form, that is, compared with before, we no longer charge according to online time, but make money by selling props and materials. Players consume consumables in the game without restraint, which becomes the profit source contributed by the operating company.

Unlike paid games, free games don't make money for all players, but "make money for the rich." Shi Yuzhu made a detailed division of his gamers: 1. Money has no time, 2. No money and no time, 3. Those who have money and time, 4. People who have no money or time. The first two types occupy the majority of gamers and are the main game groups, which Shi Yuzhu analyzed. "About 16% have money and no time. They spend RMB to play games, also known as RMB players; 70% have no money or time, mainly relying on a lot of online time to earn money to play games. " After classifying the players in detail and understanding the demand psychology of all kinds of players, Shi Yuzhu made a positioning of "let the rich make money and let the people without money support their popularity".

According to this idea, the journey first grasped the "mentality of RMB players" and launched the body twin baby system. RMB players can hire people to take care of their body twin babies, so that even if the employer is not online, they can get an experience upgrade. Journey also sells all kinds of materials, RMB players can spend money to buy materials, and then build the best weapons and equipment, become a strong player in the game, and accept the admiration of other players.

In order to prevent users who don't spend money from feeling the economic imbalance in the game, resulting in the loss of users, Journey has launched a system such as business tasks, through which players can make money and get a certain income.

According to the data, at present, the monthly operating income of Zhengtu Company exceeds 65.438+0.6 billion yuan, and the monthly net profit exceeds 65.438+0.2 billion yuan. Based on this calculation, the operating income in the first quarter will exceed 480 million yuan and the net profit in each quarter will exceed 360 million yuan. Through the free mode, Journey earned more money than paid games.

2. TV advertising

Although the Internet is very popular now, TV is still an important way for people to get information. When a girl in red with long hair shawl and "Journey" on her back appeared on CCTV 1 5, the journey was not only a show, but also through these ways, the popularity was expanded and the brand value of the product itself was improved. "I'm playing the game advertised on TV" has become the capital for players to show off, and it's also a kind of talk.

3. Event marketing

Starting from internal testing, Journey has been published for nearly two years. Players have a certain understanding of its content, and their freshness and curiosity have declined. Coupled with the addition of many masterpieces and new free games, it should be natural for players to lose. However, the number of online users of Journey has reached a new high, which has to be attributed to Shi Yuzhu and his "whimsical" activity marketing.

In July 2006, the action of "Journey" to pay players "wages" caused a sensation in the domestic online game industry. "Pay on behalf of the staff" is similar to the membership service in real life. In reality, it is very common that you can get value-added services such as discounts and gifts when you spend to a certain extent. But it is the first time in online games, and this innovative virtual activity marketing has brought a lot of gains to the journey. It is almost the idea of all players to make a small sum of money while playing games. Therefore, after paying wages, many lost players quickly returned, and the number of online players increased rapidly, especially the "Journey Anniversary Celebration, 5000 yuan cash prize" activity launched not long ago, which set a new high of the highest online100 w.

For most people, online games are just "playing". Since it is "fun", there is always something new and interesting. If we just kill monsters all day, everyone will be tired. When players are getting tired, introducing new things and giving them new pursuits will naturally attract their attention again. In fact, it is the accurate analysis and grasp of players' psychology that Journey calls out the "five-year plan", and a new information film is released every three months, and most of the information films released have introduced various elements of modern leisure. For example, the expansion "Xanadu" contains novel activities such as "playing cross-country" and "soaking in hot springs", while "playing cross-country" allows players to participate in daily "activities". Hot Springs allows gamers to chat and interact in hot springs. This kind of casual play with modern elements has made some old players have new pursuits and attracted some casual gamers to participate.

4. Reverse marketing

Someone once criticized Journey as the * * * style of Heroic Age, Legend and World of Warcraft. The official of Journey did not rush out to defend himself, but cooperated with questioning the article "Players Questioned Journey Copying Legends and Warcraft". As soon as the article was published, it attracted great attention from the media and players. As a result, the alleged plagiarism not only did not bring any loss to the journey, but also took advantage of the curiosity of the players to see what the * * * body of the three games was like and added new users.

5. carpet promotion

Although the popularity of online games on home computers in big cities has reached more than 60%, Internet cafes are still the main carrier of online games in second-and third-tier cities and even smaller cities. Shi Yuzhu clearly understood the importance of information notification for players to choose games, so he used the promotion team of "Brain Platinum" to carpet-lay posters of "Journey" in various Internet cafes. Which game is advertised enough may be the most popular game at present, which is the inherent psychology of most players. The massive propaganda posters of Journey, in the form of massive propagandists, are in line with the player's mentality. Through this simple publicity information notice, I believe it has also brought a lot of fresh player resources to the journey.

Shi Yuzhu's "magic weapon" is to accurately grasp and analyze the player's psychology, and further innovate the game operation and promotion mode by correctly grasping the player's psychology. This innovation has brought new thinking and reference to the online game market in China, which is caught in fierce competition. The trend of free online games is getting worse. How to further expand the market share and profit rate while meeting the needs of users, and how to stand out from the products with serious homogeneity are the challenges that every online game enterprise in China must face.