The network economy is the sublation of the traditional industrial economy. It is a direct economy based on the further division of labor in the information industry and the mutual integration of traditional industries. The following are the 2017 Internet Marketing Case Analysis Questions that I compiled for you. Let’s take a look!

2017 Internet Marketing Case Analysis Questions 1

Three years ago, I added Duobao lost miserably. The brand name was gone, and later even the specific packaging logo of red can herbal tea was gone. It was also ordered to pay hundreds of millions in damages. It was a complete loss. Many industry experts predict a reshuffle in the herbal tea market.

I remember when I was eating out, I casually asked the waiter to bring me a bottle of Wong Lao Kat. Jiaduobao’s 15 years of hard work on Wong Lao Kat has already made Wong Lao Kat deeply rooted in the hearts of the people. After shouting out, I realized that I was wrong. I thought it was wrong. Anyway, Guangzhou Yao's formula is the same. But the waiter smiled and said, you want to add Duobao, it will be served to you immediately. I was stunned for a moment, then smiled and said to my friends, "It's interesting. It seems that this battle can still be fought." Jiaduobao is not simple. ?

After Jiaduobao and Guangzhou Pharmaceutical broke up, there is a huge disparity in strength between Wanglaoji and Jiaduobao. A brand that has been built for many years and has annual sales of more than 16 billion, Jiaduobao It is necessary to start from scratch and re-build products and brands. But three years later, Jiaduobao successfully counterattacked and once again took the top spot in herbal tea. I think Guangzhou Pharmaceutical really had to write the word "service" in big letters on its forehead. But where did Wanglaoji lose?

The latest herbal tea rankings, Jiaduobao leads again

? Three years of competitive situation comparison has completed the transformation

Global authority The 2014 market data of the herbal tea industry released by Nielsen, a research organization, shows that in the canned herbal tea industry, Jiaduobao herbal tea has a market sales share of 62.1%, continuing to lead the herbal tea market

.

It has been nearly three years since they broke up in 2012. During these three years, the situation of Wanglaoji and Jiaduobao has changed.

1) The disadvantages of Jiaduobao VS the advantages of Guangzhou Pharmaceutical

When they broke up, Jiaduobao faced the biggest disadvantage? It had to start over and build a new brand. When it broke up with Wanglaoji, the brand it had built over the years changed hands, and Jiaduobao lost its biggest high-quality asset. It was faced with a lack of products and a lack of brand, which was tantamount to starting a new business. Apart from having capital and operational experience, it has nothing. If it cannot quickly create a new flagship product and main brand business, it will face the problem of having no rice to cook, and many employees will not be able to survive.

At that time, GPHL gained market advantage and acquired the largest high-quality assets. At the time of the breakup, GPHL owned the largest asset, Wong Lo Kat, after 10 years of operation of Jiaduobao. Annual sales have soared from more than 100 million to more than 16 billion. It has become a well-known brand in the domestic FMCG field and has high-quality assets with an extensive user base.

Compared with Jiaduobao and Wanglaoji, the strength of the two at that time was very different. For Guangzhou Pharmaceutical, it took over a "high-quality gold mine". For Jiaduobao, everything was like a matter of life and death. war.

2) Today: Jiaduobao’s advantages VS Wanglaoji’s disadvantages

After the life-and-death battle that began in 2012, Jiaduobao finally won through a series of careful and precise strategic operations. Winning the life-and-death battle, the situation was gradually restored. For part of the content, you can read the article "How awesome is Jiaduobao Marketing!", successfully achieved brand conversion, and transformed an operator brand with extremely low brand influence into Jiaduobao? It has become a popular product brand and a dark horse brand in the FMCG field.

After the breakup, Wong Lao Kat did not continue to monopolize the market advantage of being the industry leader and monopolizing most of the market share as before. Instead, it had to face a newly emerging market leader and became Second child.

In these three years, why has the situation reversed, and what is the reason for everything?

Where did Wong Lao Kat lose?

On the one hand, both There is a gap in operational strength, leading to a market gap

In the competition in the market economy, the essence of competitor PK is the PK of comprehensive operational strength. Enterprises with strong comprehensive operational strength are easy to win, and the direct result is market share and sales gap.

The first reason why Wanglaoji lost to Jiaduobao is the inherent gap in business operation strength between the two!

To put it more directly, it is in product positioning, advertising and communication, and channels There was a clear gap between the two in terms of terminal intensive cultivation and operation team strength.

The most direct manifestation is that the same product, operated by two different teams, has a huge difference in sales!

Before Jiaduobao became its brand in 2002 Before the operator, Wong Lao Kat had always been a regional brand, but its annual sales had been hovering at more than 100 million, and it had never been able to go further and reach a higher level.

In the 10 years of operation of Jiaduobao, Jiaduobao’s sales volume has bid farewell to the stagnation of development in the past. For canned drinks alone, it has achieved sales from 100 million to more than 16 billion. Growth has also driven the sales of green box packaging (up to 1.8 billion in 2011), achieving a sales growth of more than 150 times.

In the past 10 years, Jiaduobao has developed an operation that can be called a classic case.

Whether it is redefining brand positioning, intensive cultivation of regional markets, and strategic planning to enter the national market; or from media advertising in the air and various promotional materials on the ground (toothpick boxes and door stickers in catering channels) , the overwhelming bombardment of door signs, posters, etc. of community convenience stores, and then to the channel terminal operations; as well as the team that implements all of this to create these tactical operations, it can be called a textbook model in the industry.

These are far from the previous operations of Guangzhou Pharmaceutical. This series of operations of Jiaduobao has not only greatly enhanced Wong Lo Kat's brand awareness, but its three-dimensional combination of air and ground has made a breakthrough in the Chinese beverage market and created amazing results!

In The comparison of Jiaduobao's performance and status before and after the operation has reflected the gap in operational strength between the two. After the two broke up, in 2012-2013, Jiaduobao's wonderful play during the critical turning point of life and death once again demonstrated its operational strength.

For example: Jiaduobao, while giving full play to its original advantages in ground channel terminals, has also made an excellent combination of air communications, changing its name from the red canned herbal tea that leads the country in sales to Out of 10 cans of herbal tea sold, 7 cans are authentic herbal tea produced by Jiaduobao sponsored by "The Voice of China". Jiaduobao is far ahead in sales. Jiaduobao has successfully achieved the rapid development of a brand, and at the same time, it has ensured that sales volume does not fluctuate too much. It can be said that the fastest brand building has been achieved.

Fortunately for Wong Lao Kat, it has the previous high-quality assets

If it wants to continue to improve, it needs to improve its operational strength

After three years, In the competition between the two, Jiaduobao has completed the stage from defense to defense to partial counter-attack. At the best time to increase volume after the breakup, Wang Laoji failed to become the first, which was related to the lack of previous team reserves and ability reserves.

After all, the acquisition of market share matches the team's operational capabilities!

After three years, the industry structure has returned to a stable state after major changes. The window period for transformation has passed, but luckily What's more, after all, Jiaduobao's previous operations have laid a good foundation for Wanglaoji. Whether it is brand awareness, sales, or the number of consumers, it has reached a level. As long as there are no major problems in the company's operations, the sales volume and share will not increase. There will be big shocks, and it can still maintain a high magnitude, which should not be underestimated!

And if Wong Lo Kat wants to continue to expand sales and share, it needs to improve its operational capabilities. After all, the competition for the market depends on strength. To put it bluntly, the size of market performance is matched by the level of operational ability. The more you want to get, the stronger your ability is!

On the other hand, the losses caused by the loss of public relations image are equally huge

The previous disparity in strength between the two is an important internal factor leading to the performance gap, and the impact on sales caused by another factor? Public relations image should not be underestimated either! The loss may be in the billions!

Pressing hard step by step but being resolved by the opponent step by step;

Winning the lawsuit, but losing the reputation

After the two broke up, Wong Lo Kat began to press hard on Jiaduobao. Forced, from the use of trademarks, to advertising slogans, to red can packaging, a series of legal battles started. After the two broke up, their previous sweet cooperation turned into "hate", and it was obvious that they wanted to buy more. The treasure is dead, taking away these logo-like business elements that have accumulated over many years of business operations one by one.

This series of lawsuits basically ended in the failure of Jiaduobao. On the surface, it seemed that Guangzhou Pharmaceutical won the lawsuit, but from the perspective of consumer psychology, the result was the opposite. Guangzhou Pharmaceutical and The more Wong Lo Kat wins the lawsuits, the more points it loses on the psychological level of consumption.

Although the two broke up due to differences in interests, after all, Wanglaoji achieved hundreds of times growth in performance under the operation of Jiaduobao and gained sympathy points in the hearts of consumers. A series of lawsuits have been forced, which feels a bit like Jiaduobao has no way out, and it has lost even more points in the hearts of consumers.

Especially after these pressing measures have been resolved one by one by Jiaduobao, if the pressing effect is not exerted, the negative effect of losing points will ferment and become Counterproductive!

The decline in brand reputation directly affects sales

Brand reputation often has a greater impact on brand sales!

In marketing, there is a Viewpoint: Advertising on the left and public relations on the right. On the one hand, this view means that sometimes it is more effective than advertising. On the other hand, it emphasizes the huge role of public relations in building corporate brand image, such as reputation, which is extremely important.

Reputation, popularity, loyalty, etc., are several indicators for brand consideration. Among them, reputation will have a direct and significant impact on consumer consumption!

If If it is a product that is irreplaceable and has no other options, its reputation will drop temporarily and there will be a short-term decline because there are no other options. After consumers get through the reputation crisis, sales will recover.

If it is not an irreplaceable product and there are other options, it will be more dangerous. Once the reputation in the minds of consumers is reduced, they will choose other products, and if the competing products are different from the original products In comparison, if the product gap is not big, the product price/performance ratio and experience are OK, then their consumption will become a new habit, and consumers will completely switch to competing products and will no longer choose the previous products and brands, then basically this batch of lost products will Sales volume is difficult to recover after the crisis!

Among the consumers lost by Wong Lo Kat, this proportion accounts for a large proportion. After all, Jiaduobao’s sales volume almost rose from the creation of a new brand. , and became the number one, a large part of it was converted from previous consumers.

So, on a certain level, Wong Lo Kat pressed hard and won the lawsuit, but it lost in the hearts of consumers. The result of this loss was a decline in market share and sales. Lost points.

We could have been more generous and changed the operation to avoid these points losses

In this process, Wong Lo Kat could have been more generous and reduced these points losses. A better attitude appears in the minds of consumers, such as joining hands with its friend Jiaduobao to promote the development of China's herbal tea industry and promote the further development of Chinese brands and beverages. Create two heroes in the field of Chinese herbal tea! Two giants in Chinese beverages. This more generous approach can penetrate the hearts of consumers with a better image, which can effectively avoid deducting points or even adding points!

Admittedly, from the standpoints of both parties at the time, it is also It is difficult to escape from the emotions after the breakup at that time, but the legal battle between the two was not the best choice for Wong Lo Kat after all. In terms of regaining the trademark, it is still reasonable and reasonable. After acquiring high-quality assets, we already have a huge gold mine of value, but the subsequent series of lawsuits and the series of battles over advertising slogans, packaging, etc. feel a bit too pressing, and we have indeed lost a lot of points!

< p> Back then, there was an initial disagreement in the commercial PK between Mengniu and Yili, but later the two parties focused more on commercial operations, product innovation, category innovation, etc., allowing China's dairy industry to enter a new stage of rapid development. , from the previous single product to multi-product and group-segmented products, creating two heroes in China's dairy industry, and the performance of both parties continues to reach new heights!

In the market economy, market competition In fact, it is a PK between corporate strength and strategy. Whichever company has strong operational strength and precise strategies will easily become the winner in the market!

Today, various legal battles between Wanglaoji and Jiaduobao have The curtain is gradually coming to an end, and no matter what the outcome of the red can lawsuit, Jiaduobao is also ready? It has launched two forms of red cans and blue cans, and the connection between the two is getting less and less. The development of each, Both will embark on a new journey, and I hope that both will have better development. After all, this has created and expanded a herbal tea category in China's beverage industry, and has become a large market with good sales performance! Promote The development of the herbal tea industry!

The competition between the two parties has entered a new stage with the changes in China's business environment. I hope that in this new stage, they can perform new excitement!

The strategic gains and losses of the game and PK between the two parties in the previous process are worthy of consideration by enterprises and peers

2017 Internet Marketing Case Analysis Question 2

1. Overview of Internet Marketing Channels

Online marketing has gradually become an indispensable marketing tool for enterprises, and online marketing channels are an important part of online marketing.

(1) The concept of Internet marketing channels

Internet marketing is a type of marketing that is based on the international Internet and uses digital information and the interactivity of online media to assist in the achievement of marketing goals. As a new marketing method, Internet marketing has great development prospects and will surely become the mainstream of corporate marketing in the 21st century. Internet marketing channel is a brand-new marketing concept and marketing model in the era of network economy. It refers to a marketing method that uses the Internet, computer communication technology and digital interactive media to achieve marketing goals. It is the source of goods and services from producers. The specific channel or path of the transfer process to consumers is mainly divided into direct online marketing channels from producers to consumers (users) through the Internet and indirect online marketing channels provided by intermediaries integrated with Internet technology.

(2) Functions of online marketing channels

Like traditional marketing channels, online marketing channels supported by the Internet should also have the functions of traditional marketing channels. A complete online sales channel should have three major functions: ordering function, settlement function and distribution function.

1. Ordering function. It provides consumers with product information and at the same time facilitates manufacturers to obtain consumer demand information in order to achieve a balance between supply and demand. A complete ordering system can minimize inventory and reduce sales expenses.

2. Settlement function. After consumers purchase products, they can pay conveniently in a variety of ways, so manufacturers (merchants) should have multiple settlement methods. At present, in China, in addition to the well-known Alipay and Tenpay, domestic payment settlement methods include post office remittance, cash on delivery, credit card, etc. which have been around for a long time.

At present, several popular methods abroad are credit cards, electronic money, online transfers, etc.

3. Delivery function. Generally speaking, products are divided into tangible products and intangible products. Intangible products such as services, software, music and other products can be distributed directly online, so the general distribution system discusses tangible products. The distribution of tangible products involves transportation and warehousing issues. For these two issues, there are several good companies in our country that provide professional services to enterprises. The rise of professional distribution companies has further accelerated the construction of network channels by enterprises. Paying attention to it will accelerate the development of my country's e-commerce industry.

2. Website construction and website marketing

1. Characteristics of the website

A good Internet marketing cannot be separated from an excellent website. Nike's The website is one of the best among business websites. Nike's official website does not directly sell and promote its own products like traditional websites. It uses various chat rooms and forums, as well as event introductions and sports equipment introductions to establish a sports enthusiasts' alliance or club with a low commercial atmosphere. . The website attracts fans from all over the world and gives many fans a space to gather and express their opinions. While discussing the game, I noticed every bit of Nike's involvement in sports, which was deeply rooted in people's hearts. Through this, I could also understand the products that fans wanted and highlighted the spirit of sports. Let viewers feel the passion that Nike products bring to them in the game that just ended when looking at the dazzling array of products.

2. Website content and structure

Nike’s official website is composed of several large classified sites, which better selects the audience for the product and makes the content of the website more Compact, the website has a well-organized and designed information environment. The larger page allows content updates to be completed quickly.

As real-time sports events are held, the background of Nike’s website is constantly changing, quickly responding to major global events and attracting young people and fans. For example, in the football category, the background of the Nike website uses the ongoing European Screenshots of the Champions League game are used as the background; for the basketball category, NBA stars are used as the background, which better unifies the style of the website and allows viewers to easily retrieve the information they need.

3. Positioning of customer groups

Nike’s main consumer group is teenagers aged 14-30, and these young people spend most of their time on the Internet. The online marketing channel chosen by Nike is exactly in line with the focus that young people often pay attention to. Baidu and Tencent are all websites that are popular among young people in China. More than 4,000 web pages can be searched in Baidu search engine. In this way, the company's exposure to their main consumer groups is greatly increased, and the low publicity cost brings efficient publicity, which greatly exceeds outdoor advertising.

3. Nike’s online marketing competition strategy

1. Discover consumer needs

Nike adopts a consumer personalized product production and marketing model to The production of enterprises and the needs of consumers are combined to establish a good communication link between enterprises and the market. Nike establishes databases and special files of personal information for its customers, stores the information needed by customers, and enables them to better produce the products they need, track customer dynamics better, and provide after-sales service for products. It all comes from Nike's website and database services. Nike's official website provides NIKE ID personalized customization services. Customers can customize their own shoes or clothes according to their own preferences and styles, plus a unique custom LOGO, leaving ample space for young people's imagination to play. Their exuberant minds.

2. Star effect

It is not a new thing to see various stars wearing Nike brand clothes in various magazines and social occasions. The sports stars packaged by Nike have long been for them. Bring huge profits. Starting in 1984, Nike began to package Jordan. This move was undoubtedly very successful. When Jordan won the championship with the last dunk, Nike made Jordan's dunk an advertisement, and Nike became the market leader. This helped them defeat the three giant sporting goods companies such as Adidas and Puma and win the sales ranking.

3. Nike is not an Olympic sponsor.

As a world-class sporting goods manufacturer, the Olympic Games is an excellent opportunity to show itself to the world. It does not spend a lot of money to compete for Olympic sponsorship. Nike did not disappear, but put its trump card on the Internet, cleverly avoiding the competition for Adidas Olympic sponsors, and with the help of Tencent, which has 200 million Internet users, it created a storm in the Internet Olympics. Instead of annoying pop-up ads popping up on portals, it is better to use Tencent, QQ and its various products to name the Olympics, and use Tencent's advantage of online live broadcast to integrate Nike into the hearts of consumers. Nike uses viral Internet marketing methods and uses Tencent as a medium to cover its ideas and brand image to every netizen through real-time and interactive network information transmission. Nike's Internet marketing costs and effects are no less than as an Olympic sponsor. Business Adidas.

4. NIKE’s online advertising strategy

In 2009, the scale of China’s online advertising market exceeded the 20 billion mark. Online advertising in the Internet era has become the new favorite of many businesses, but a good network Advertising is rare.

Nike’s online advertising is characterized by simplicity and conciseness. Repeating the Nike swoosh logo in the eyes of users in just a few seconds will make it difficult for you to forget this cultural symbol again and again. Including celebrity images in advertisements can attract the attention of Internet users and leave a deep impression on them, rather than blocking advertisements.

The click-through rate of advertisements on portal websites is low, the increasing proliferation of online advertisements is disorganized, and false spam information floods online advertisements, making Internet users increasingly determined to block advertisements. How to increase the click-through rate of online advertising is the first problem that Nike needs to solve when launching online advertising, so video advertising has quietly emerged.

IV. Conclusion

Through the above analysis, it is found that Nike has chosen an appropriate marketing mix to reflect the type and nature of the product or service and the unique personality of the consumer. This article analyzes Nike's marketing strategy and finds that it adopts the following marketing methods: discovering consumer needs, star effect, viral network marketing, concise advertising, etc. Nike can adapt to China's actual national conditions, refer to Chinese people's living and shopping habits, focus on grasping current hot topics, and keep up with fashion trends. The goal of Nike's online marketing strategy is clear. As mentioned above, Nike has loaded product placement ads on Tudou.com. Tudou has a very wide user base, and the company can leverage this huge user base. , to increase the visibility of your products and achieve good marketing results.

2017 Internet Marketing Case Analysis Question 3

1. Haier Group only produced a single product, refrigerator, from 1984 to 1991: In 1991, it cooperated with Qingdao Refrigerator General Factory and Qingdao Refrigerator General Factory. The Air Conditioner General Factory formed Haier Group Company, which produced refrigeration home appliances for more than three years from 1991 to 1995. In May 1995, Haier Group acquired Qingdao Hongxing Electric Co., Ltd. and entered the washing machine industry; in August 1997, Haier Group and Laiyang Home Appliances General Factory jointly established Laiyang Haier Electric Appliance Co., Ltd., which entered the small household appliance industry and produced electric irons. Haier Group's business scope expanded to the entire white home appliance industry within two years. (Provided by Xueyuan Education and Teaching Center, please follow the Xueyuan core information WeChat ID: xyuan62513012) In 1997, Haier Group and Hangzhou West Lake Electronics Group jointly established Hangzhou Haier Electrical Appliances to produce color TVs, VCDs and other products, and officially entered the field of black home appliances; Haier Group Holdings He founded Qingdao No. 3 Pharmaceutical Factory and entered the pharmaceutical industry; in 1998, Haier Group started the knowledge industry; subsequently, it entered the financial, catering and tourism industries and successfully implemented a diversified business strategy.

Based on the above cases, answer the following questions:

1) What are the main strategies adopted in the development of Haier Group? Briefly explain these strategies.

2) What are the characteristics of the implementation of Haier Group's diversified business strategy?

3) Based on this case, briefly answer the reasons for the diversified business strategy.

2. A company currently has 1 million common shares with a face value of 10 yuan per share, a total share capital of 10 million yuan, and corporate bonds of 6 million yuan (the total face value is 6 million yuan, and the coupon rate is 12 %, 3-year term). In 2008, the company plans to expand its business scale and needs to raise an additional 7.5 million yuan. There are currently two alternatives to choose from: (provided by the Xueyuan Education and Teaching Center, please follow the Xueyuan core information WeChat account: xyuan62513012) Option A is to increase the number of shares per share 500,000 common shares with a face value of 10 yuan, the issue price per share is 15 yuan, and the total amount of funds raised is 7.5 million yuan; Plan B is to issue corporate bonds with a face value of 7.5 million yuan, and the annual interest rate of the newly issued corporate bonds is 12%, 3 years Term, interest is paid once each time. Both stock and bond issuance costs are ignored. The company's income tax rate is 30%. The company adopts a fixed dividend policy, with an annual dividend of 3 yuan per share. In 2008, the company expects an interest and tax surplus of 4 million yuan. Requirements:

1) Calculate the capital cost of the company’s issuance of new common shares;

2) Calculate the capital cost of the company’s issuance of bonds;

3) Calculate the two Earnings before interest and taxes when there is no difference between the earnings per share of the two financing methods. If the difference is different, which financing plan should the company choose?