Author: Zhang Jingyun
Publication date: January 2022
Folio: 16
Publisher: Economic Management Press
Recommended by editor
The research results of the planned original case study include case study papers, planned original cases and planning schemes, etc., mainly involving brand globalization and beijing time-honored brand marketing innovation and management. It consists of four parts. The first chapter is the theoretical construction part, expounding the origin, nature, construction paradigm and application mode of the original case of the planning type; the second chapter is the application results of the Ausnutria Dairy series; the third chapter is the CRRC series of cases and their analysis; and the fourth chapter is the Beijing time-honored series of achievements. Among them, the achievements of the Beijing time-honored brand series include innovative research achievements of brands such as Tongshenghe, Yili, Arctic Ocean, Neiliansheng, Beijing Daoxiangcun, Huguosi Snacks, Wangfujing Department Store and Tongsanyi.
About the Author
Jingyun Zhang is a professor at the Business School of Beijing Technology and Business University and a doctor of communication. Standing Director of China Public Relations Association, mainly engaged in brand management, public relations teaching and research. He presided over the completion of the Social Science Foundation project "Research on the Cross-cultural Communication Strategy of Chinese Brands" and the Beijing Philosophy and Social Science Key Project "Beijing Brand Marketing Case Study". Representative books: Distance Theory of Mass Communication: A Psychological Perspective, Brand Cross-Cultural Communication: Theory and Practice.
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The first article is the theoretical construction of the original case of the planning type
Chapter 1 Planning Original Cases: Definition, Model and Application
1. Relevant research and commentary
Second, the source, definition and characteristics of the original case of the planning type
Third, the mechanism of action and application mode of the original case of the planning type
Fourth, the application results and promotion effects of the original case of the planning type
V. Theoretical innovation and related suggestions
Part II: Branding
Chapter Two: A Series of Cases and Commentaries on CRRC In China
【Planning Case, Comment 2-1】Providing Chinese Solutions for the World's High-Speed Rail - CRRC 2016 Berlin Rail Transit Exhibition Integrated Communication
【Planning Case, Comment 2-2】Subverting traditional understanding and changing the way of travel - the first "smart rail express train" was released and disseminated
【Planning Cases and Comments 2-3】"To take other places as hometowns" - CRRC India market brand promotion and landing projects
Chapter Three: YiliHua Series cases and commentaries
【Planning Case and Comment 3-1】Mutual Win-win in Cross-border M&A Communication- Yili's Acquisition of Westland Dairy Project in New Zealand
【Proposal and Commentary 3-2】"Cremo, indulge in it!" "——Yili Thailand Cremo brand upgrade project
Chapter IV Ausnutria Planned Original Cases and Their Applications
【Planning original case 4-1】Ausnutria: Brand quality improvement strategy in the construction of the industrial chain
【Planning case and review 4-1】ALL, YOU! ——Aussie's annual brand building plan
【Planning original case 4-2】How to improve the product strength and service strength of Ausnutria Liduo?
【Planning Case· Comment 4-2】"Ausnautical Nengliduo, the baby's second breast milk" - the fourth generation of Nengliduo amino acid formula milk powder public relations activity planning
Chapter Five: Chanel's Curated Prototype Cases and Their Applications
Chanel: Marketing change in the digital age
【Planning Case And Comment 5】"Shuttle Chanel Time Zone" - Chanel's "Empowerment Double C" planning plan
Chapter 3 Inheritance and Innovation
Chapter Six: The Case of Illy and arctic ocean planning prototypes and their applications
【Planning original case 6-1】How to revitalize the Yili brand in innovation and inheritance?
【Planning Case And Comment 6-1】"Yili Baby, Accelerating for Love"——The annual planning plan for the revitalization of the Yili brand
【Planned Original Case 6-2】Arctic Ocean: How to Rekindle Consumer Enthusiasm?
【Planning Case: Comment 6-2】"Another bottle of Arctic Ocean!" "——Arctic Ocean (soda) brand revitalization and shaping of the annual public relations plan
Chapter Seven: The Original Case of Snack Planning type in Huguosi Temple and Its Application
【Planning Original Case 7】Huguosi Snacks: How to Transform to "Youthfulness"?
【Planning Case: Comment 7】"Thirteen Meows": Light Up Your Taste Buds - Huguosi Temple Snacks Heterodimensional Interactive Communication Project
Chapter Eight: Beijing Daoxiangcun Planning Prototype Case and Its Application
【Planning original case 8】Beijing Daoxiangcun: How to attract young consumer groups and expand the foreign port market?
【Planning Case· Comment 8-1】"A little heart, a little heart"——Beijing DaoxiangCun Mid-Autumn Festival brand promotion activity planning case
【Planning Cases and Comments 8-2】My Rice Field Diary: Enjoy Light Beauty Afternoon Tea 2.0 Plan - Beijing Daoxiangcun Enjoy Light -Sugar Alcohol Series Product Promotion Program
Chapter Nine: Tongsheng and Planning Original Cases and Their Applications
【Planning original case 9】Tongshenghe: How to attract young consumer groups to inherit the spirit of craftsmen in innovation?
【Planning Case· Comment 9】"Thousand Steps for the King in the Crowd" - Tongshenghe 2019 Brand Communication Project
Chapter 10 Inline Upgrading Planning Original Cases and Their Applications
【Planning original case 10】Inline promotion: the dilemma of brand fashion - how to revitalize physical stores in the Internet environment?
【Planning Case And Comment 10-1】Inline Sheng Sanlitun Pop-up Shop - "Republic of China Tide Brand 1918~2018"
【Planning Case· Comment 10-2】Towards boots or tide shoes: the road of reverse growth of inline ascension - inline ascension 2019 brand communication project
Chapter 11 Cluster Topic Selection and Tong Sanyi Planning Case
【 Cluster Topic】How to revitalize the brand through innovation?
【Planning Case· Comment 11】Autumn Pear Drink - Tong Sanyi Autumn Pear Cream Returns to Marketing Program
Part IV Other Theme Series Cases
Chapter 12 Pinduoduo's planned original cases and their applications
【Planning original case 12】Pinduoduo: the transformation of quality and branding
【Planning Case· Comment 12】"Pinduoduo, together with domestic products, fight "Pinduoduo" New Brand Plan" 2021~2022 annual planning plan
Chapter 13 Wangshun Pavilion Planning Original Case and Its Application
【Planning type original case 13】Wangshun Pavilion: How to continue to "wang"?
【Planning Case Review 13】Run, Wang Xiaoyu! ——Wangshunge food hygiene and safety theme marketing plan
Chapter 14 Guobo Meimei Cuisine Planning Case and Analysis
【Planning Case And Comment 14】"Cultural Relics on the Tip of the Tongue"——The preliminary operation of the cultural and creative IP of the Guobo Meimei brand
Chapter 15 SAIC Motor Planning Case and Analysis
【Planning Case and Comment 15】Dream "Enjoy": Share An Intelligent Car (SAIC) - the annual communication plan of SAIC Group's public welfare platform
Chapter 16 World Planning And Analysis
【Proposal and Commentary 16】Dream Equation - The world will help you in the education poverty alleviation and communication program
Chapter 17 The Original Case of Galan Group's Planning Type
【Curated Original Case 17-1】Nature Hall: How to Celebrate a Unique 20th Birthday?
【Curated original case 17-2】Meisu "Little Rose": How to launch "anti-aging" products among young people?
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