The network economy is the abandonment of the traditional industrial economy, is a kind of direct economy based on the further division of labor in the information industry and the mutual integration of traditional industries. Here is what I have organized for you about the 2017 network marketing case study questions, take a look!
2017 Network Marketing Case Study Questions Part 1
Three years ago, Gadobao lost very badly, the brand name is gone, and then even the red can of herbal tea this specific packaging logo is gone, but also awarded compensation of several hundred million, can be said to lose completely. Many industry experts predicted that the herbal tea market would be reshuffled.
I remember when I was eating out, casually shouting at the waiter to come to the bottle? Wanglaoji? Shouting out, I realized that the wrong, thinking that the wrong on the wrong, anyway, the same formula of the Guangzhou Pharmaceuticals. But the waiter smiled and said, you want to add the treasure, right, immediately give you on. At that time, I froze, and then smiled and said to my friends, ? It's a bit interesting, this battle seems to have to be fought. The company's main goal is to provide the best possible service to its customers.
After the breakup of Gadobao and GP, Wanglaoji and Gadobao can be said to be a disparity in strength between the two, a master of the years to build, with more than 16 billion in annual sales of the brand, and Gadobao need to start a new stove, to rebuild the product and brand. But three years later, Gadobao successfully counterattacked, j and sat on the top of the herbal tea. I think, Guangzhou Pharmaceuticals really had to write a capitalized on the forehead? The service? The word. However, Wang Laoji in the end where the loss?
The latest herbal tea rankings Gadobao once again leading
?3 years of competition Situation contrast has completed the conversion
The global authoritative research organization Nielsen published the herbal tea industry market data in 2014, in the canned herbal tea industry, Gadobao herbal tea market sales share of up to 62.1%, continue to lead the herbal tea market
.
From the breakup in 2012 to the present, it has been close to more than 3 years, this 3-year period, Wang Laoji and Gadobao situation contrast has been converted.
1) At the beginning, Gadobao disadvantage vs. advantages of GPharmaceuticals
At the time of the breakup, Gadobao faced the biggest disadvantage? To start over and build a new brand. At the time of the breakup with Wanglaoji, the brand built over the years changed hands, Gadobao lost the largest quality assets, facing a lack of products, lack of branding, is tantamount to starting over. In addition to having the capital and operating experience, nothing, if you can not quickly create a new main product, the main brand business, will face no rice to cook, many employees have no way to continue the problem.
And at that time, Guangzhou Pharmaceuticals gained market advantage? Gained the largest quality assets at the time of the breakup, Guangzhou Pharmaceuticals has the largest assets? Wanglaoji, this one after Gadobao 10 years of operation, annual sales from more than 100 million soared to more than 16 billion, has become a well-known brand in the field of domestic FMCG, with a wide range of quality assets of the user base.
Gadobao compared to Wanglaoji, the two then the strength of the contrast can be described as disparate, for Guangzhou Pharmaceuticals, took over a ? quality gold mine?
2) Today: Gadobao advantage vs Wanglaoji disadvantage
After the battle of life and death that began in 2012, Gadobao finally won the battle of life and death through a series of careful and precise strategic operations, and gradually equalized the situation, part of which can be read in the article, "Gadobao marketing has a lot of cattle! Gadobao has successfully realized the brand conversion, which is an operational brand with very low brand influence. Gadobao? into a product mass brand, became a dark horse brand in the field of FMCG.
And after the breakup of Wanglaoji, and not as before, continue to monopolize the previous industry leader, monopoly of most of the market share of the market advantage, surprisingly, to face a new rise in the market leader, into the second.
In this 3-year period, why the situation has been reversed, all what exactly is the reason?
Wanglaoji in the end where to lose?
On the one hand, there is a gap between the two operational strength, resulting in a gap in the market
In the competition of the market economy, competitors PK is the essence of the comprehensive operational strength of the PK, the comprehensive operational strength of the enterprise is easy to win, and the direct result is the gap between the market share and sales.
The first reason why Wanglaoji lost to Gadobao is the gap between the two inherent business operating strength!
To put it more directly, there is a clear gap between the two in terms of product positioning, advertising and communication, channel terminal plowing, and operational team strength.
The most direct manifestation of the same product, in the hands of two different team operation, sales have a world of difference!
Before Gadobao became its brand operator in 2002, Wanglaoji, has been a regional brand, and annual sales have been hovering in more than 1 billion, has not been able to go further, more on a stage.
And in the Gadobao operation of 10 years, Gadobao sales high farewell to the stagnation of the past development is not moving forward, only canned beverages, has achieved from 100 million, to more than 16 billion of growth, while driving the sales of green box (2011 up to 1.8 billion), to achieve sales growth of more than 150 times.
In this 10-year period, Gadobao hit the operation that can be called a classic case.
Whether it is to re-orient the brand positioning, regional market intensive cultivation, and then into the national market strategic planning; or from the air media advertising, ground a variety of promotional materials (catering channels of toothpick boxes, door stickers, community convenience stores, door signs, posters, etc.) of the overwhelming bombardment, and then to the channel terminal operation; and to achieve all of these tactical operation of the team to build, can be described as a textbook model in the industry! The textbook type of a model.
These are with the previous operation of Guangzhou Pharmaceuticals have a great distance. Gadobao this series of operations so that Wanglaoji not only realized a significant increase in brand awareness, its air ground three-dimensional combination of methods of play in the Chinese beverage market hit a piece of heaven, but also created a phenomenal performance!
In Gadobao before and after the operation of the performance and condition comparison, has reflected the gap between the two operational strength, and after the two break up, 2012-2013, for Gadobao for the life and death of the turning period of the wonderful play, once again showed its operational strength.
Such as: Gadobao original ground channel terminal advantage play at the same time, in the air communication played a set of excellent combination punch, from ? National sales of the leading red can of herbal tea renamed to ? For every 10 cans of herbal tea sold, 7 cans of authentic herbal tea Gadobao Gadobao Gadobao Gadobao sponsoring "The Voice of China" is leading in sales? , successfully realized a brand of speed, at the same time, to ensure that the sales did not have too much shock, can be said to have achieved the fastest brand building.
For Wanglaoji Lucky to have the previous quality assets
If you want to continue to improve, you need to improve the operational strength
After three years, the two competitions Gadobao has completed the stage from defense to phase defense, and then part of the counter-attack, in the breakup of the best time for the amount of time, Wanglaoji failed to become the first, with the previous team reserves, insufficient reserves of competence Related. After all, the market share gained with the team operation ability to match!
After three years, the industry pattern after the big change adjustment, and then returned to the big pattern of stability, the window of conversion has passed, but fortunately, after all, Gadobao's previous operation to Wanglaoji laid a good foundation, whether it is brand awareness, sales, or the number of consumers have reached a level, as long as the business operation does not have a big problem, the sales and shares will not be Out of the big shock, but also to maintain a higher order of magnitude, not to be underestimated!
And if Wanglaoji want to continue to expand sales and share, you need to improve the operational capacity, after all, the market competition, is to rely on the strength to speak, the size of the market performance is with the ability to match the ability of high and low capacity, want to get more, you need to be able to stronger!
On the other hand, the public relations image of the loss of points caused by the loss of the same huge
The two previously the disparity between the strength of the gap is an important internal cause of the performance gap, and another factor? PR image, resulting in sales affected, the same should not be taken lightly! Losses may be in the billions!
Step by step pressing by the opponents step by step to dissolve;
Won the lawsuit, but lost the word of mouth
After the two break up, Wanglaoji began to Gadobao step by step pressing, from the use of trademarks, to the advertisement language, and then to the red can packaging, launched a series of lawsuits war, when the two in the cooperation break up from the previous sweet cooperation, turned into a ? Hate?
This series of lawsuits, basically to Gadobao's failure to end, the surface from the lawsuits on the view of Guangzhou Pharmaceuticals won, but from the consumer psychology, this result is the opposite, Guangzhou Pharmaceuticals and Wanglaoji lawsuits won the more, essentially in the consumption of the psychological level of the loss of more points.
Although because of differences in interests led to the breakup of the two, but after all, Wanglaoji was in the operation of Gadobao to achieve the performance of hundreds of times the growth in the hearts of consumers have sympathy points, and step by step pressing a series of lawsuits, quite a bit like a must let Gadobao have no way out of the feeling of the loss of points in the minds of consumers is even greater.
Especially in these step-by-step pressing initiatives, were Gadobao one by one after the dissolution, did not play the effect of pressing, it lost points of the negative effect will ferment, became counterproductive!
Decline in brand reputation directly affects sales
Brand reputation, for the brand's sales tend to have a greater impact!
There is a point of view in marketing? Left hand advertising right hand public relations?
Reputation, along with awareness and loyalty, is one of the key indicators of a brand's performance, and it has a direct impact on consumer spending!
If the product is irreplaceable and there is no other choice, then the reputation will drop for a while and there will be a short-term decline because there is no other choice, and consumers will recover their sales after the reputation crisis.
If it is not irreplaceable products, there are other options, it will be more dangerous, once the reputation in the minds of consumers is reduced, they will choose another product, and if the competitor is not much of a gap between the product and the original product, the product cost-effective and the experience is also OK, then their consumption becomes a new habit, the consumer will be completely thrown to the competitor, and will not choose the previous product and brand!
These are the first time I've ever seen a product in the market, and I've never seen a product in the marketplace.
In Wang Laoji lost consumers, this proportion accounts for not low, after all, Gadobao's sales are almost rebuilt a new brand in the rise, and became the first, which a large part, it is from the previous consumers in the transformation of the past.
So, at some level, Wanglaoji's step, and in the lawsuit won, but in the hearts of consumers but lost, this loss is the result of the loss of market share and sales.
Could have been more generous and operated in a different way to avoid these losses
In the process, Wang Lao Ji could have been more generous, so that these losses are reduced, and can appear in the minds of consumers in a better posture, such as with friends Gadobao to promote the development of China's herbal tea business, and to promote the further development of China's brands and beverages. Creating a double giant in the field of Chinese herbal tea! A double giant in Chinese beverages. This more generous approach to a better image into the hearts of consumers can effectively avoid minus points, or even plus points!
Admittedly, it is also difficult to stand on the position of the two sides from then? break up? After the mood jumped out, but the lawsuit war between the two, for Wang Laoji, after all, is not the best choice, in the trademark recapture, from the rationale is still the past, after getting back the most high-quality assets, has a great value of the gold mine, but the back of the series of lawsuits, advertising slogan, packaging, etc. Series of competition, there are some people forced too much feeling, indeed, they lose a lot of points!
Back then, in the Mengniu and Yili business PK, initially there was also a solution, but after the two sides will be more PK on business operations, product innovation, category innovation, etc., so that China's dairy industry into a new stage of rapid development, from the previous single product, into a multi-product, crowd segmentation of the product, creating the Chinese dairy industry duo, the two sides of the performance have continued to reach a new height!
In the market economy, the competition in the market is actually the PK of the strength and strategy of the enterprise, which enterprise's operational strength is strong, precise strategy, it is easy to become a winner in the market!
Today, Wanglaoji and Gadobao between the various lawsuits war are gradually come to an end, and regardless of the results of the red-can lawsuit, Gadobao is also ready? Has launched a red can and blue can two forms, the link between the two is less and less, the two respective development, will embark on a new journey, hope that both will have a better development, after all, this before and after the beverage industry in China to create, and do a big herbal tea category, and become a sales performance is not bad big market! Promoted the development of the herbal tea industry!
The competition between the two sides has changed with the business environment in China, into a new stage, I hope this new stage, they can play a new exciting!
And before the process of both sides of the game, PK strategy gains and losses, it is worthwhile for enterprises and peers to think
2017 Network Marketing Case Study Questions Part 2
First, the network marketing channel overview
Network marketing has gradually become a business or indispensable marketing tools, and network marketing channels are Network marketing an important part.
(a) the concept of network marketing channels
Network marketing, is based on the Internet, the use of digitized information and network media interactivity to assist in the realization of marketing objectives of a new type of marketing, network marketing is very promising, will become the mainstream of enterprise marketing in the 21st century. Network marketing channel is a brand-new marketing concept and marketing model in the era of network economy, refers to the use of the Internet, computer communication technology and digital interactive media to achieve the marketing objectives of a marketing approach, is the transfer of goods and services from the producer to the consumer process of the specific channels or paths, mainly divided into the Internet through the realization of the producer to the consumer (using) the network of direct marketing channels and Through the integration of Internet technology after the intermediary organizations to provide the network indirect marketing channels.
(B) the function of the network marketing channel
As with traditional marketing channels, the Internet as the support of the network marketing channel should also have the function of the traditional marketing channel. A perfect online sales channel should have three major functions: ordering function, settlement function and distribution function.
1. Ordering function. It provides consumers with product information, while facilitating manufacturers to obtain consumer demand information, in order to achieve a balance between supply and demand. A perfect ordering system can minimize inventory and reduce sales costs.
2. Settlement function. Consumers in the purchase of products, there are a variety of ways to facilitate payment, so manufacturers (merchants) should have a variety of settlement methods. At present, in addition to the domestic everyone understands the Alipay and Caixit, the domestic payment and settlement methods have a long experience of post office remittance, cash on delivery, credit cards and so on. The current foreign popularity of several ways are credit cards, e-money, online transfers and so on.
3. Distribution function. In general, the product is divided into tangible and intangible products, for intangible products such as services, software, music and other products can be distributed directly through the Internet, so the general distribution system to tangible products as a discussion of the issue. For the distribution of tangible products, to involve transportation and warehousing issues, and for these two issues, China has a few good companies to provide professional services for enterprises, the rise of professional distribution companies to further accelerate the importance of enterprises to the construction of network channels, but also to accelerate the development of China's e-commerce industry.
Second, website construction and website marketing
1, the characteristics of the site
A good network marketing can not be separated from a well-produced website, Nike's website is one of the best business website. Nike's official website does not directly sell and promote their goods like traditional websites, it is the use of a variety of chat rooms and forums, as well as tournaments and sports equipment introduction to establish a low business atmosphere of sports enthusiasts alliance or club. The site attracts fans from all over the world, giving many fans a place to gather and express their opinions. In the discussion of the game at the same time noticed the Nike in the sport a little bit, in-depth, through this can also understand the fans want the product, highlighting the spirit of sports. Let the viewer in looking at a wide range of goods to feel the just-ended game to experience the passion that Nike products bring to them.
2, site content and structure
Nike's official website is composed of several large classified sites for the product better selection of the audience, making the site more compact, the site has a good organization and design of the information environment. The larger layout allows for the updating of content to be done quickly.
With the organization of real-time sports events, the background of the Nike website is constantly changing, rapid response to the world's major tournaments, attracting young people and fans of the people site such as in the soccer classification, the background is only used in the European Champions Cup is being held on the field screenshots as a background; classification of basketball on the use of NBA stars as a backdrop, is the site's wind is more good unity, so that the viewer simple to retrieve the information they need. The website is more harmonized and allows the viewer to simply retrieve the information they need.
3, the positioning of the customer crowd
Nike's main consumer groups are 14-30 years old teenagers, and most of the time of this part of the young people are consumed in the Internet, you Nike chose the network marketing channels precisely adapted to the focus of young people are often concerned about,? Baidu? Tencent? All of them are in China by the young people like to use the site. More than 4,000 web pages can be searched in the Baidu search engine. The company's exposure to their main consumer groups is greatly increased, and the low cost of publicity brings efficient publicity, greatly exceeding the outdoor advertising.
Third, Nike's competitive strategy of network marketing
1, to discover the needs of consumers
Nike has adopted the consumer personalized product production and marketing model, combining the production of enterprises and consumer demand, and establishing a good communication link between the enterprise and the market. Nike for its customers to establish a database and personal information of the special file, the customer needs information stored, for its better production of the required products, but also better tracking of customer dynamics, good product after-sales service, and all of this comes from Nike's website and database services. Nike's official website provides NIKE ID personalized customization services, customers can customize only their own shoes or clothes according to their own preferences and styles, together with a unique custom LOGO, leaving young people with plenty of room for imagination to play their exuberant minds.
2, the star effect
In a variety of magazines and social occasions to see a variety of stars wearing Nike brand clothing has long been nothing new, Nike packaged sports stars have long been for them to bring immense profits. From 1984, Nike began packaging Jordan, this action is undoubtedly very successful, when Jordan won the championship of the last buckle, Nike Jordan's dunk made into an advertisement, Nike became the market leader. For their victory that year over the three giant sporting goods companies such as Adidas Puma captured the sales list of the guard.
3, non-Olympic sponsors of Nike
As a world-class sporting goods business, the Olympics is a great opportunity to show the world their own, did not spend a lot of money to compete for the Olympic Games sponsorship on the Nike did not disappear, but their own ace in the hole to come to the Internet, skillfully avoided the Adidas Olympic sponsorship of the competition, with the help of 200 million Internet users of Tencent, scraping up the network Olympic storm. The network of the Olympic storm. Instead of popping up tiresome pop-up ads on portals, it is better to utilize Tencent, QQ and its various products to name the Olympics, and utilize the advantages of Tencent's live webcasting to incorporate Nike into the hearts of consumers. Nike's use of viral network marketing tools to Tencent as a medium, their own ideas and brand image through instant, interactive network information transfer to cover every netizen, Nike's network marketing costs as well as the effect of the Olympic Games as a sponsor of Adidas, by no means less.
4, NIKE's network advertising strategy
In 2009, China's network advertising market size exceeded the 20 billion mark, network advertising in the network era has become the new favorite of many businesses, but a good network advertising is not available.
Nike's online advertising is characterized by simplicity and conciseness. In a few seconds, the Nike logo is repeated in the eyes of the user, once and for all, it is hard to forget this cultural icon. And adding the star image in the advertisement can attract the attention of the surfers and make them impressed, instead of blocking the advertisement.
Portal advertising click-through rate is low, the growing proliferation of network advertising clutter, false spam information flooded network advertising, making the Internet users shielding ads more and more resolute psychological. How to make online advertising click-through rate rise, is Nike released online advertising first need to solve the problem, so the video advertising quietly rise.
IV. Conclusion
Through the above analysis, it is found that Nike chose the appropriate marketing mix to reflect the type and nature of the product or service and the unique personality of the consumer. By analyzing Nike's marketing strategy, this paper finds that the following means are adopted in marketing: discovering consumers' needs, celebrity effect, viral internet marketing, and concise advertisement. Nike is able to meet the actual situation in China, refer to Chinese people's life and shopping habits, focus on catching the current affairs hotspots, and keep close to the fashion trend. The goal of Nike's online marketing strategy is clear, as mentioned above, Nike has loaded implantable ads on Tudou, which has a very wide user base, and the company can leverage this huge user base to increase the popularity of its own products, thus achieving a very good marketing effect.
2017 Network Marketing Case Study Questions Part 3
1, Haier Group since 1984 to 1991 only produce a single product refrigerator: 1991 and Qingdao Electric Refrigerator General Factory, Air Conditioner General Factory to form the Haier Group of Companies, 1991 to 1995 more than three years to produce refrigeration home appliances ; May 1995, Haier Group acquired Qingdao Red Star Electric Appliances Co., Ltd. and entered the washing machine industry; August 1997, Haier Group and Laiyang Home Appliances General Factory joint venture Laiyang Haier Electric Appliances Co., Ltd. entered the small home appliance industry, the production of electric irons, Haier Group's business field expanded to all white goods industry, the time is two years. (Xueyuan Education and Teaching Center provides, please pay attention to the Xueyuan core information micro-signal: xyuan62513012) In 1997, Haier Group and Hangzhou Xihu Electronics Group joint venture formed Hangzhou Haier Electrical Appliances, the production of color TVs, VCDs, and other products, formally entered the field of black home appliances; Haier Group Holdings of the third Qingdao Pharmaceutical Factory, entered the pharmaceutical industry; in 1998, the Haier Group began to knowledge industry; then, entered the financial, catering and tourism industries, the successful implementation of the diversified business strategy.
Based on the above case, answer the following questions:
1) What are the main strategies adopted in the development of Haier Group? Give a brief explanation of these strategies.
2) What are the characteristics of the implementation of the diversification strategy of Haier Group?
3), combined with the case briefly answer the reasons for the diversification strategy.
2, a company has 1 million shares of common stock, par value of $ 10 per share, total equity of 10 million yuan, corporate bonds for 6 million yuan (total par value of 6 million yuan, coupon interest rate of 12%, 3-year term). 2008 the company intends to expand the scale of operations, the need to increase funding of 7.5 million yuan, there are two alternatives available to choose from: (Scholarship Center for Teaching and Learning provides) Please pay attention to the core information of the Academy micro-signal: xyuan62513012) A program is to increase the par value of $ 10 per share of 500,000 shares of common stock, the issue price of $ 15 per share, the total amount of funds raised is 7.5 million yuan; B program is to issue corporate bonds at par value of 7.5 million yuan, the new issuance of corporate bonds at an annual interest rate of 12%, a period of 3 years, and each time the interest is paid once. The issuance costs of both the stock and the bonds are negligible. The company's income tax rate is 30%. The company has a fixed dividend policy of $3 per share per year. in 2008, the company expects to have an EBIT surplus of $4 million. Requirements:
1) Calculate the cost of capital for the company to issue new common stock;
2) Calculate the cost of capital for the company to issue bonds;
3) Calculate the EBITDA when there is no difference in EPS between the two financing options, and the difference is judged to be which one should be chosen by the company?