Positioning and Experiential Marketing Strategy of Shanggu Study
Product Number：
EN_2020ZLGL_6570
Page Views：
587
CaseName：
Positioning and Experiential Marketing Strategy of Shanggu Study
Authors：
Jiang Lin,Li Zhilan,Chen Shijun
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Shanggu Study
Industry：
Media and Culture
Discipline：
Strategy
Scale：
SMEs
Language：
English
Type of Case：
Decision Case
KeyWords：
Shanggu Study; Guoxue high-end training; Thread-bound Chinese book; Positioning; Experience Marketing
Abstract：
Since the 1990s, people in China have shown great enthusiasm for Guoxue studies. Along with the revival of Guoxue heritage, a new industry, i.e., Guoxue high-end training, has become increasingly popular and entered a stage of vigorous development. Based on Shanggu Study Culture Communication Co. Ltd (Shanggu Study), this case vividly showed how a culture and creative enterprise seized the opportunity and stood out in the high-end training market. Facing fierce competition, Shanggu Study cleverly focused on a niche market (Thread-bound Chinese Books publishing), and established its unique competitive advantage by implementing experiential marketing. This case provides factual and lively case materials, and can provide university students an in-depth knowledge on the Guoxue high-end training market in China.
Intended Audience：
MBA
Data Source：
Primary
Publication Date：
2012
Revision Date：
2020
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