案例名称:
尚古厚今,继往开新:尚古书房的定位战略和体验营销策略
译名:
Positioning and Experience Marketing Strategy of Shanggu Study
中文关键词:
尚古书房;国学高端培训;线装宣纸书;定位;体验营销;2013百优
英文关键词:
Shanggu Study; Guoxue high-end training; Thread-bound Chinese book; Positioning; Experience Marketing
中文摘要:
自上世纪90年代以来,“国学热”在中国大地逐渐兴起,社会上纷纷掀起学习传统文化的热潮。围绕着国学的继承和传播,一个新生的产业链条——国学高端培训行业逐渐形成,并呈现蓬勃发展的局面。本案例以尚古书房文化传播有限公司为例,生动再现了一个国学文化创意企业抓住发展机遇,在国学高端培训市场上以小博大、脱颖而出的历程。案例描述了国学高端培训市场的发展现状及激烈的竞争态势,生动展示了尚古书房如何在强手如林的国学高端培训市场上巧妙锁定“国学线装宣纸书”这一利基市场,并通过全方位的体验营销来构筑经营特色和竞争优势。案例素材真实生动,可以帮助学生深入了解中国国学高端培训市场的发展现状,在实战场景中加强对市场定位战略和体验营销等现代营销理论的理解与把握,进而提升灵活运用营销理论分析和解决企业营销实践问题的能力。
英文摘要:
Since the 1990s, Chinese people have shown great enthusiasm for Guoxue studies, and along with the stirring of Guoxue inheriting, a new industry, i.e. Guoxue high-end training, is gradually formed and has entered a stage of vigorous development. Based on Shanggu Study Culture Communication Co. Ltd, this case vividly recorded a culture and creative enterprise how to seize the opportunity and stand out from the high-end training market. In this process, Shanggu Study clever niche-focused on “Thread-bound Chinese book” in the fierce competition, and established its unique competitive advantage by the way of implementing experience marketing. This case provides actual and lively case materials, and can give university students an in-depth knowledge of the situation of Guoxue high-end training market in China. More than that, it will be helpful for the discussant to grasp the modern marketing theory of positioning and experience marketing during an actual background, and then improve their ability to put these theories into analyzing and solving the enterprise marketing problem.
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