市场营销学：双语教学案例

本书以企业的营销实践来解释市场营销理论，涵盖了市场营销学的基本内容，从消费者行为分析到 营销战略三要素，再到4P 营销理论，均有对应的案例，并配有中英文版本。每个案例均包含知识点、案例正文、案例问题 三部分内容，一方面可以让国外学生对企业的管理实践有直观的认识，另一方面也可以满足国内高校双 语或全英文教学的需要。 本书适合市场营销专业的本科生使用，同时也可作为企业营销培训用书或供相关领域从业人员参考。

马永斌 ---------------------------- 马永斌，宁波大学商学院副教授，企业管理和技术经济学专业硕士研究生导师。主要研究方向为消费者行为、新产品开发。上海财经大学市场营销学博士，北京大学光华管理学院博士后。主持过国家自然科学基金1项，教育部人文社会科学研究项目等省部级一般项目4项，共发表相关期刊论文20余篇，出版专著一本。

目 录 案例1 饭店的尴尬：如何面对不满意的顾客.............................................................................1 案例2 善园网：互联网公益营销的“信任战”..........................................................................7 案例3 夫妻购买奶粉的决策过程...................................................................................................17 案例4 韵升音乐盒的互联网营销战略转型................................................................................27 案例5 老字号“王升大”的品牌创新.........................................................................................35 案例6 这里的黄昏静悄悄：永辉超市的商业模式变革........................................................43 案例7 会耕部落：三寰农业的O2O 营销之路........................................................................51 案例8 小红书网络直播营销模式的成功之路...........................................................................63 案例9 A 图书连锁企业的渠道变革与创新................................................................................71 案例10 A 公司O 品牌手机的广告营销策略............................................................................83 案例11 M 企业“九命牌”猫食食品公共关系营销策略.....................................................89 案例12 让地铁站“创艺”起来：宁波创艺服务平台引流之路.......................................97 Case 1 Awkward Situation at a Restaurant: How to Deal with Dissatisfied Customers ......................................................................................................105 Case 2 ShanYuan: The“ Trust War” of Internet Charity Marketing .........................113 Case 3 The Decision-making Process of a Couple Purchasing Baby Formula ........125 Case 4 The Marketing Strategy Transformation of Yunsheng Music Box ................137 Case 5 The Innovation of the Time-honored Brand Wangshengda ............................145 Case 6 The Dusk Here Is Quiet: Yonghui Supermarket′s Business Model Reform ..................................................................................................155 Case 7 Kitchen Garden-self Anywide: The O2O Transformation of Anywide-Agriculture ......................................................................................................165 Case 8 Road to Success of Live Streaming on Xiaohongshu ...........................................181 Case 9 Channel Reform and Innovation of Company A ...................................................189 Case 10 Advertising and Marketing Strategy of Company A′s O Brand Mobile Phones ...................................................................................................................203 Case 11 Public Relations Marketing Strategy of Company M′s 9 Lives Brand Cat Food ....................................................................................................211 Case 12 Let the Subway Stations Be Creative: The Method Attracting Consumers of Ningbo TRYEE ............................................................................................................219