Marketing is also called marketing, marketing or marketing. Abbreviation? Marketing? , Taiwan Province often called? Marketing? ; It refers to the process that individuals or collectives obtain what they need by trading the products or values they create, so as to achieve a win-win or win-win situation. The following is a case study of successful marketing that I share with you for your reading!

case study of successful marketing 1: Changyu makes the market with good intentions

Yantai Changyu Grape Brewery Company, the predecessor of Yantai Changyu Group Co., Ltd., was founded in 1892 and has a history of 17 years. She is the first industrialized wine producer in China and the largest wine producer in China and even Asia. The main products are brandy, wine, champagne, health wine, Chinese patent medicine wine and grain liquor, with an annual production capacity of more than 8, tons. The products sell well all over the country and are exported to more than 2 countries and regions in the world.

Changyu has experienced ups and downs for a century

In 1892 (18th year of Guangxu reign of Qing Dynasty), the famous overseas Chinese tycoon Zhang Bishi founded Changyu Brewing Company in Yantai. Zhang Yuzhi's naming, first attacking Zhang's surname, then borrowing it? Changyu Xinglong? The auspicious. After more than ten years of hard work, Changyu finally brewed high-quality products. In 1915, at the World Product Fair?

At the Panama Pacific World Expo, Changyu's brandy, red grapes, riesling and Qiong Yao pulp won four gold medals and the best certificate in one fell swoop, and China wine has been recognized by the world since then.

after the reform and opening up, the social and economic environment has provided unprecedented opportunities for its development. Changyu products have won many awards at home and abroad by virtue of their excellent quality, and become well-known brand-name products. However, the famous brand is not equal to the market, and the golden signboard is a great advantage for Changyu, but this advantage is not enough to make Changyu invincible in the market. In the first two years of changing to a market economy, due to the poor market concept, enterprises lacked the ability to adapt to market competition, blindly produced and waited for customers to come to the door, which was punished by the market: in 1989, Changyu's output value decreased by 2.5% compared with the previous year, and the output decreased by 26.2%. Four of the six production lines were stopped, one quarter of the employees were unemployed, and nearly half of the wine was accumulated in the warehouse, with a cumulative loss of 4,. At the critical moment, Zhang Yuren didn't lie in history and feel sorry for himself. After actively reflecting on the reasons for failure, trying to explore the laws of the market and studying marketing, the company was established. Market first? Business philosophy and? Marketing to promote enterprises? Our development strategy has achieved two fundamental changes: first, the enterprise has changed from? Selling my products? Into? Produce the products I sell? Everything revolves around the market;

two: by? Doing business? Into? Do the market? From? Selling? Become? Marketing? . These two changes make the management of enterprises no longer a simple production and marketing problem, but an organic combination of market-oriented research, decision-making, implementation and monitoring, which can meet the interests of consumers and create the best benefits for enterprises. Under the guidance of correct marketing concept, the production and sales volume, sales revenue and market share ranked first in the same industry in 1997 and 1998 for two consecutive years; In the 1998 national product market competitiveness survey, it won the first place in three aspects: the ideal brand in consumers' minds, the actually purchased brand and the first choice brand for shopping in 1999.

second, the competition in the wine market

wine has many health-care functions. Grape fermentation can produce more than a dozen amino acids needed by human body, which can alleviate oxidation reaction, clean arteries and prevent atherosclerosis and other heart diseases. At the same time, wine also helps digestion, and is rich in vitamins B1, B2, B6, B12 and various minerals, which can enrich people's appearance.

In recent years, with the enhancement of Chinese people's concept of healthy diet, wine has been favored because of its various health functions, and its consumption has suddenly warmed up, becoming the new favorite of the wine market. More than 1 foreign brands and more than 4 domestic manufacturers and brands from more than 1 countries have gathered in our market, and the intensity of market competition can be imagined. At present, there are more than 2 domestic wine production enterprises with an annual output of 1, tons. Only Changyu, Great Wall and Dynasty are the giants of wine production. According to statistics, the market share of the three powerful enterprises is: Changyu 19.35%, Great Wall 16.9% and Dynasty 15.57%. Consumers' familiarity with the three brands is Changyu 73%, Great Wall 35% and Dynasty 3% respectively. The wine brands that consumers drink most often are Zhang Yu (43%), Great Wall (19%) and Dynasty (15%). Changyu wine, a well-known trademark in China, is the brand that consumers are most familiar with and often drink.

After a life-and-death contest with foreign wine, domestic wine, especially domestic dry red wine, won a substantial victory with its excellent quality and low price. According to statistics, among the nearly 4, tons of domestic dry red wine consumption in 1996, domestic dry red wine exceeded 2, tons, while foreign brand wine was only about 1, tons. Since 1998, Changyu, Great Wall and Dynasty have occupied about 6% of the market share, while dozens of brands such as Wild Force and Dragon Emblem have grown into the second echelon, occupying the vast majority of the remaining market share. Assemblers, small enterprises and small workshops of miscellaneous brands of foreign wine struggle to survive, and there is almost no market. 1998? In 1999, hundreds of wineries closed down.

Third, cultivate the market

Changyu is well-intentioned. At the end of 1998, the market research department of Changyu Marketing Company found that the end-consumer structure of wine in coastal areas and central and western cities was quite different when analyzing the market information fed back from all over the country. The proportion of personal consumption of wine in coastal areas is very high, and the market sales volume is relatively stable; Mainland cities are mainly consumed by public funds (accounting for more than 7%), and the market sales volume fluctuates greatly. At the same time, the psychological survey of end consumers shows that consumers in coastal areas value the health function and cultural taste of wine, while consumers in mainland China value identity marks and fashion. This shows that the wine in coastal areas has entered the stage of rational consumption and the mature market with slow speed, while the inland cities are in the stage of perceptual consumption and the market is rising. However, because the main consumption area of wine in China is in coastal areas, it can be speculated that the growth rate of wine market will slow down in 1999, and Changyu Company must adjust its marketing strategy accordingly and increase the intensity of market cultivation and development.

Changyu knows very well that compared with beer and liquor, the market size of wine is too small, and the market size of the whole industry is less than 1 billion yuan at best. At present, the average annual consumption of wine in China is only .3 liters, which is 1/2 of the world average. The Chinese people's consumption habit of liquor is gradually formed in the historical development, which is a major feature of the catering industry in China. It is difficult to change in the short term, and great efforts are needed to guide consumption. If every China person consumes two bottles of wine (1.5 liters) every year, it will need 1.95 million tons of wine, and the market scale will reach 78 billion yuan. This shows that there is still a huge development space in China wine market, and the key lies in the cultivation and development of the market.

in order to cultivate consumers, Changyu focuses on? Communication? . Restricted by price factors, regular wine consumers are mainly middle-and high-income groups, and in addition, executives are also the mainstream consumer groups that cannot be ignored; Occasionally, sexual consumers are mainly young people. The main target of Changyu's communication is these people, that is, to consolidate regular consumers, let occasional consumers gradually turn to regular consumers, and at the same time open up a large number of new consumers. According to different consumption levels, they adopt different communication methods.

for regular consumers, Changyu mainly displays the health, nature and cultural connotation of wine through a series of targeted integrated communication? Taste and style of wine. They are carried out through the main sources of information for regular consumers, such as high-grade magazines, sports programs, hotels, etc. Moisturize things silently? Cultural infiltration, improve the affinity of wine in the eyes of these consumers, and at the same time, through a series of brand strategies, establish the classic image of Changyu Oriental red wine to? Legendary quality, a hundred years of prosperity? As a theme, it has also achieved good results in the systematic dissemination of wine.

for occasional consumers, Zhang Yu focuses on the fashion color of wine itself. Through the controlled communication of mass media, he conveys the fashion information of various wines, creating an atmosphere, that is, promoting wine as a status symbol and making it a part of fashion trends. Such as opening up eye-catching wine consumption columns in newspapers, inserting various topics on wine in prime time on TV stations, and holding various wine knowledge lectures. Through the cumulative infiltration of communication, consumers began to establish such a mentality: choosing wine is to choose a better lifestyle. The investigation afterwards shows that many consumers are influenced by this kind of communication and gradually like wine.

since 1998, Changyu has found many new consumers for it through a huge national activity: this is what it has held all over the country in the past two years? China Wine Culture Exhibition? . Changyu has a profound cultural background in the past century. Changyu, who combines Chinese and western culture, has increasingly emphasized a cultural identity in market development, that is, her oriental personality. Based on the traditional culture of China? China Wine Culture Exhibition? With a large number of pictures and historical facts, the long history of China wine over 2 years was introduced in detail.

In the new millennium, Changyu's market forecast for 1999 was confirmed, and wine began to enter the consumption platform period. However, Changyu still maintained a good momentum of development, with sales revenue exceeding 1.361 billion yuan, up 36% from 1998. In Changyu's marketing strategy in 2, the core part is still to cultivate the market and consumers, as always? Good intentions? . Zhang Yu said: They will continue to cultivate the market, and strive to extend the sales network to the county level in the next two years, and increase the market share by another 1 percentage points. Successful marketing case analysis 2: the marketing strategy of credit card business of Hong Kong banks

In Hong Kong, what are the marketing strategies? More banks than rice shops? It is not an exaggeration to say that. As an international financial center next to new york and London, Hong Kong has gathered hundreds of banks from 4 countries in a tiny area of less than 1,1 square kilometers, including 8 international big banks among the top 1 banks in the world, 368 authorized institutions and representatives of local banks, and nearly 1,5 branches. 11.6% of the population in Hong Kong is engaged in the work with financial institutions, and the life of every Hong Kong person is inseparable from banking and finance. A small credit card is enough to reflect this connection. Credit cards are widely accepted and used by Hong Kong people, and occupy an important position in their lives. Credit card business has naturally become a battleground for businesses. Hong Kong's credit card market has great potential, but there are many competitors. In order to survive and develop, banks actively carry out promotional measures and financial innovations emerge one after another.

HSBC is one of the banks with the largest number of branches in Hong Kong, and it has quite complete hardware facilities. With the credit card of HSBC, you can spend money at 4.2 million merchants all over the world, and withdraw money at 9, ATMs around the world and 2, special service agencies around the world. In order to attract more users, HSBC's credit card also comes with three additional services: first, 3-day shopping guarantee. If the goods purchased by credit card are damaged or stolen, you can get compensation as high as HK$ 3,. Second, global travel insurance. Cardholders enjoy personal accident insurance of up to HK$ 2 million during their travel, including compensation for lost luggage, legal support, security and accident medical allowance. Third, global emergency medical support. Cardholders can get medical consultation and referral services as long as they call the nearest hotline. At the same time, holding a credit card can receive discounts on car rental and consumption by many famous shops, and can also exchange cash gift certificates for many famous shops and restaurants in Hong Kong through the points plan. So-called? Points plan? , which means that every HK$ 1 in cash signed or overdrawn, corresponding to a certain score, can be exchanged for gifts, travel or bonuses free of charge or at a preferential price with the accumulated score during the period specified by the bank. In addition, HSBC also adopts different strategies and different card types for different consumer groups and hot spots in different periods. For example, in order to win over students as a consumer group, HSBC's strategy for college students' credit cards is to avoid paying the annual fee for the first year and give small gifts when applying. Are you online? During the 1998 World Cup, HSBC took advantage of this world-famous sports event to launch for fans? World Cup MasterCard? . This credit card is printed with? The symbol of the 98 World Cup, and invited Pele, the king of the ball, to advertise for it. In addition, you can enjoy three kinds of benefits when applying for this card; Get 3 shopping vouchers for famous sporting goods stores in 1 yuan in cash; Enjoy a 1% discount when spending in 3 special sports stores with your card; Get the latest sports consultation. At the same time, it also enjoys a 3-day shopping guarantee and can participate in the points plan. Therefore, as soon as the card was launched, it was welcomed by the majority of fans.

Bank of East Asia is a strong competitor of HSBC. In Hong Kong, launched in East Asia? World pass? Credit card. Hold? World pass? Can it be found all over the world? Visa nterlink? The merchants with the logo can shop directly, and the handling fee is free, and they can also transfer money to overseas relatives and friends conveniently. On the campus of the University of Hong Kong, the Bank of East Asia adopted a different marketing strategy from HSBC. Bank of East Asia launched a credit card business specifically for Hong Kong college students and faculty; HKU Smart Card and HKU Credit Card. The most special function of HKU Snart Card is to serve as both a university student ID card and a staff ID card. On the smart card, the cardholder's photo is printed. When paying bills on the campus of HKU and all Visa Casb merchants, the cardholder does not need to sign and enter a password, and can conveniently perform various operations on the ATM outside the campus. The Bank of East Asia has also implemented incentive measures such as free annual fee and preferential points plan for student cards during school, in view of the high price elasticity of students. In addition, East Asia also cooperates with the University of Hong Kong to provide cardholders with several benefits that are closely related to their life and study in the University of Hong Kong: if they hold the East Asia card, they can directly apply for the membership card of the Sports Center, and they are exempted from paying the life membership fee of the University Student Union, 8 yuan; 5 yuan deposit can be saved when handling library card; You can get discounts when you apply for the annual fee of computer network service in a computer center of HKU. To show the mutual support between the bank and HKU, they also announced that they would transfer .35% of the monthly debit amount of HKU credit cards to HKU? Teaching and research development fund? After that, 5% of the annual fee will also be transferred to the fund. In this way, the Bank of East Asia has established a support for education and cooperation with Hong Kong University.