Successful case analysis of marketing website?

Analysis is like "pregnancy in October", and solving problems is like "having a baby". Analysis is to solve problems. So here's what I sorted out. 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. Hotels and online air ticket booking websites have launched online marketing cards. 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, online marketing training believes that it is not so simple to truly achieve the * * * marketing effect for netizens and enterprises. The reporter interviewed the marketing team and online marketing experts of Jinjiang Inn, a famous domestic hotel chain, and came to the conclusion that online marketing with China characteristics is king.

Driven by sufficient interests, let happy netizens be happier.

In the complicated network marketing cases, Jinjiang Star marketing team 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 the reporter that the users are mainly 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 get enough benefits without affecting the user experience in Xin Kai.

Therefore, more than 300 chain stores of Jinjiang Inn in the United Nations have launched "Don't miss the prize * * * * *" from120 October/0 to 20 March 10. The prizes are very rich and the activities are relaxed and interesting. As of press time, this event. Netizens watched the activity posts 5 million times, and nearly 65,438+10,000 people gave the coupons 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 to 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 insist on quality control 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 conduct all-round communication with consumers 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, showed more admiration for the marketing team of Jinjiang Star. "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 and the general trend of the hotel industry under the new situation.

Two:

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

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

So what kind of marketing methods have made Journey's outstanding achievements today, and even the highest line has continuously exceeded 86W and 100W? I think the key is that Shi Yuzhu accurately analyzed and grasped 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, almost no company dared to declare them free at that time, so the banner of "forever free" still became the gimmick of Journey, attracting the attention of many players.

It looks like a free lunch, but it is actually just a form, that is, compared with before, it no longer charges by online time, but makes money by selling props, materials and so on. The uncontrolled consumption of consumables by players in the game has become 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. People who have money but no time, 2. Those who have no money or time. Those who have money and time. 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 the positioning of "making money for the rich and making people without money support their popularity".

According to this idea, the journey first grasped the "mentality of RMB players" and launched a physical twin-baby system. RMB players can hire people to take care of their physical twin-babies, so that even if their employers are not online, they can get an experience upgrade. Journey also sells all kinds of materials, and RMB players can spend money to buy materials, 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 earn a certain income through business.

The data shows that 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, wearing a shawl with long hair and reciting her mental journey, appeared on CCTV 1 and CCTV 5, her mental journey was not only for show, but also through these ways, she expanded her popularity and improved the brand value of the product itself. "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

Since the internal test, 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, Journey has set a new high for simultaneous online users, which has to be attributed to Shi Yuzhu and his "whimsical" campaign marketing.

In July 2006, the behavior of "Journey" to "pay wages" for players caused an uproar in the domestic online game industry. "Paying wages on behalf of others" is similar to the membership service in real life. When you spend a certain amount, you can get value-added services such as discounts and gifts, which is very common in reality. But this is the first time in online games, and this innovative virtual activity marketing has brought a lot of gains to the journey. Being able to earn a little money while playing games is almost the common idea of all players. Therefore, after paying their wages, many lost players quickly returned, and the number of online players increased rapidly. Especially, the "Journey Anniversary Celebration, 5,000 yuan cash prize" activity launched not long ago set a new high of 65,438+000 W on the highest line.

For most people, online games are just "playing". Since they are "playing", there is always something new and interesting. If you just kill monsters and upgrade all day, everyone will be tired. When players are about to get bored, they will introduce new things and let them have new pursuits, which will naturally attract their attention again. In fact, it is the accurate analysis and grasp of players' psychology that Journey calls out a "five-year plan" to release a new information piece every three months, and most of the information pieces released have introduced various elements of modern leisure. For example, the information block "Xanadu" contains novel activities such as "playing cross-country" and "soaking in hot springs", and "playing cross-country" allows players to participate in daily "activities". Hot springs allow 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

Some people have criticized Journey as the * * * style of Heroic Age, Legend and World of Warcraft. The official of Journey did not rush out to defend, but cooperated with questioning the article "Players Questioned Journey Copying Legends and Warcraft". Once the article was published, it attracted great attention from the media and players. As a result, the so-called plagiarism not only did not bring any loss to Journey, but took advantage of the players' curiosity to see what the bodies of these three games were like, which increased the number of 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 knows the importance of information notification for players to choose games, so he uses the promotion team of "Brain Platinum" to lay the poster of Journey in various Internet cafes in a carpet way. Which game has enough publicity is likely to be the most popular game at present, which is the inherent psychology of most players. The massive propaganda posters of Journey appear in the form of massive promoters, which is 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 market share and profit rate while meeting users' needs, and how to stand out among the products with serious homogeneity are the challenges that every online game enterprise in China must face.