“小而美”的营销神话——基于环意国际旅行社的案例研究

“Small and Beautiful” Marketing Myth: A Case of Huanyi International Travel Agent

在文献回顾的基础上,本文基于营销视角提出了"小而美"公司形成机理的研究框架,以环意国际旅行社为研究对象,经过田野调研、数据编码与分析等过程,构建了分享营销理论:(1)该理论包含6个基本构念:创始人特质(分享之心)、营销目标(分享之愿)、目标市场(分享之人)、营销定位(分享之本)、营销组合(分享之行)、营销组合实现(分享之路)等。(2)这6个基本构念之间存在影响关系,包括创始人分享之心会使公司秉承分享美好事物的营销目标,该目标导致选择分享美好人生体验的营销定位点,进而实施与其匹配的营销组合模式,构建关键流程,匹配重要资源,最终成为"小而美"的公司。(3)这6个基本构念又分别包含着3-6个子构念:分享之心包含兴趣、极致、分享、热爱生活、追求完美、仁义友善等6个子构念;分享之愿包含分享独特的价值、获得合理利润、成为"小而美"公司等3个子构念;分享之人包含提供精致产品、聚焦小领域、实施高价策略、满足泛朋友需求等4个子构念;分享之本包含探究顾客关注点、发现自身优势、选择一个定位点等3个子构念;分享之行包含确定突出定位的利益组合、设计营销要素组合、形成突出定位的营销组合模式等3个子构念;分享之路包含构建产品设计的关键流程、依据关键流程整合资源、建立分享美好的企业文化等3个子构念。以上22个子构念之间存在单向或者双向的影响关系。

On the basis of literature review,this article puts forward the research framework of the formation mechanism of small and beautiful companies,and constructs the shared marketing theory model formed by the small and beautiful company through the case study method:(1)The model includes the founders'characteristics, marketing goals,targeting,positioning,marketing mix,mix conduction;(2)there is a causal relationship between the six basic constructs, including the idea that the founder's share will make the company uphold the marketing objectives of sharing good things,which leads to share the marketing experience of a good life experience,and then implement the matching marketing model,as well as the construction of key process and matching important resources,and eventually become a small and beautiful company;(3)the six basic concepts are included some sub-constructs:1.Sharing character contains interest, the ultimate,sharing,love life,the pursuit of perfection,friendship and other six sub-constructs;2.Sharing willing obtains a reasonable profit,become a small and beautiful;3.Share of people including the provision of good products,focusing on small market,the high-priced strategy to meet the needs of friend customers;4.Sharing origin develops their own advantages,choose a positioning point;5.Sharing action contains the interests of the portfolio,design marketing ele-ments portfolio,the formation of prominent process;6.Sharing road contains the key to build product design process,integrate resources, and establishment of a good corporate culture.There is a one-way or two-way relationship between the 22sub-constructs.