During the 2020 pandemic, Jijihong Hotpot, a restaurant and food brand based in Nanchang, China, took the opportunity to reestablish itself in the market. After many brainstorming sessions, the team decided to reposition as a young hotpot brand for Generation Z. To achieve this, Jijihong Hotpot had to harness the potential of the social media landscape in China. With social media in mind as the key to its brand transformation, it was necessary to analyze each platform in terms of Jijihong Hotpot's customer base and decide how it would allocate its limited resources. How could it formulate targeted marketing strategies to achieve its goal?
季季红火锅：借助社交媒体实现品牌重塑 (Jijihong Hotpot: Leveraging Social Media for Brand Repositioning Simplified Chinese version)
William Wei, Kefa Yu, Tingyan Xiong, Yanling Zhang, Yuanjie Cai, Yu Cao, Junyao Hou
Product #:W49179
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:China, 2023
Your Price:$9.71
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Learning Objectives
- 深入理解社交媒体推广与传统媒体推广的差异
- 掌握社交媒体在品牌营销中的概念、特征及运作机制
- 洞察Z世代消费群体的心理行为模式，理解其特征与影响因素
- 全面掌握5A营销模型的五大关键阶段——认知（Aware）、吸引（Appeal）、询问（Ask）、行动（Act）、倡导（Advocate），并灵活运用该模型解决实际营销问题。
- 理解内容营销与流量运营理论，精准把握其概念内涵、核心要素、各环节的多元模式与策略，并认识其在数字市场中的关键作用。
This case is applicable to undergraduate courses on brand positioning and marketing promotion in digital marketing, brand management, and strategic brand management. It is best suited to the middle and late periods of these courses, allowing students to comprehensively analyze the case content by using all the knowledge about digital marketing and brand positioning learned earlier in the semester. After working through the case and assignment questions, students will be able to do the following:
- Develop a deep understanding of the differences between social media promotion and traditional media promotion.
- Master the concept, characteristics, and mechanisms of social media in brand marketing.
- Gain insight into the consumer psychology and behaviour of Generation Z consumer groups and understand their characteristics and influencing factors.
- Fully grasp the 5A marketing model’s five key stages—Aware, Appeal, Ask, Act, and Advocate—and use the model flexibly to solve practical marketing problems.
- Understand the theory of content marketing and traffic operation, accurately grasp its concept, its core elements, the various modes and strategies of each link, and understand its key role in digital market.