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案例编号: PJMT-0311
被浏览次数: 813 次
案例名称: 唱享空间,霸占快乐—— 友唱掘金碎片化时间之路
译名: Enjoy the space, seize happiness – The road of youchang nuggeting fragmented time
案例作者: 靳慧蓉,陆明远,冯晓伟
作者单位: 天津大学
指导者:
译者:
背景单位名称: 友唱公司
行业: 文化、体育和娱乐业
规模: 中小型
案例涉及的职能领域: 规划计划部门
案例语种: 中文
案例长度(页): 18 页
案例类型: 描述型
中文关键词: “轻娱乐”;友唱;商业模式;营销方式
英文关键词: "light entertainment"; Youchang; business models; marketing methods
中文摘要: 随着移动互联网时代的来临,碎片化时间成为众多商家争夺的焦点,娱乐模式由“重娱乐”逐渐向“轻娱乐”转变,一种形似“电话亭”的迷你KTV悄然兴起。友唱作为迷你KTV行业的领军者,凭借着其新颖的商业模式,赢得了资本青睐,实现了迅速扩张,在2017年第一季度迷你KTV品牌影响力排行中友唱排名第一。然而随着众多竞争对手进入,迷你KTV市场竞争愈发激烈,产品同质化问题严重,收益受地段影响大等问题也将给友唱带来巨大冲击。本案例通过对友唱的介绍,旨在帮助学生更好地理解商业模式相关的理论,为互联网+传统行业创新提供借鉴。
英文摘要: With the advent of the mobile internet era, fragmented time has become the focus of many merchants. The entertainment mode has gradually changed from "heavy entertainment" to "light entertainment." Mini-KTV shaped like a "phone booth" has quietly emerged. Youchang as a leader in the mini-KTV industry has won the favor of capital by its unique business model. Through cross-border marketing, holiday marketing and so on, Youchang achieved rapid expansion and became the No 1 in the first quarter of 2017 mini KTV brand rankings. The competence has become more and more fierce as many other companies enter the min-KTV market. And the problem of homogeneity becomes serious. In addition, the problem that income is affected seriously by position has an impact on the Youchang. Through the introduction of Youchang, this case is designed to help students better understand the business model theory and provide reference for Internet + traditional industry innovation.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2017
案例入库时间: 2018-01
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