当前课程知识点:Marketing in the Mobile Internet Era > Final test > Final test > Case Discussion 4: IP Marketing and the New Era of Creative Culture
返回《Marketing in the Mobile Internet Era》慕课在线视频课程列表
As the New Yorker columnist John grierson once wrote, "there is more to life than bread and more than truth." Virtual IP has become an important power to support the new cultural and creative industry in the new era because it meets people's spiritual needs. There are many successful cases in the commercial operation of IP, such as the Palace Museum, Li Jiaqi(Cailipy), viya, Li Ziqi, etc., please choose a case or combine your interest in IP, in-depth discussion of its value creation process, and explore the value creation mechanism of IP in the new cultural and creative era?
返回《Marketing in the Mobile Internet Era》慕课在线视频列表
-1.1 Marketing is everywhere
-1.2 Marketing enters a new era
--1.2 Marketing enters a new era
-1.3 New characteristics of marketing in the mobile Internet era
--1.3 New characteristics of marketing in the mobile Internet era
-1.4 Exercises and case analysis
--Exercises 1
-Case Discussion 1: WeChat + Weibo
-2.1 Experience the Internet era from the development of e-commerce
--2.1 Experience the Internet era from the development of e-commerce
-2.2 From the Internet to the mobile Internet
--2.2 From the Internet to the mobile Internet
-2.3 Exercises and case analysis
--Exercises 2
-Case Discussion 2: Alibaba's Business Ecosystem
-3.1 Internet genes and Internet thinking
--3.1 Internet genes and Internet thinking
-3.2 "Internet +" and "+ Internet"
--3.2 "Internet +" and "+ Internet"
-3.3 Mobile Internet → Internet of Things → Internet of Everything
--3.3 Mobile Internet → Internet of Things → Internet of Everything
-3.4 Exercises and case analysis
--Exercises 3
-4.1 Marketing management philosophy
--4.1 Marketing management philosophy
-4.2 New theory of marketing strategy mix
--4.2 New theory of marketing strategy mix
-4.3 Exercises and case analysis
--Exercises 4
-Case Discussion 4: IP Marketing and the New Era of Creative Culture
-5.1 Blue Ocean Strategy
-5.2 User thinking
-5.3 Innovation and reconstruction
--5.3 Innovation and reconstruction
-5.4 Exercises and case analysis
--Exercises 5
-Case Discussion 5: Didi’s Sharing Economy
-6.1 Value resonance of stakeholders
--6.1 Value resonance of stakeholders
-6.2 Exercises and case analysis
--Exercises 6
-Case Discussion 6: The Myth of Pinduoduo(PDD)
-7.1 Value chain and value network
--7.1 Value chain and value network
-7.2 Value Ecosystem
-7.3 Exercises and case analysis
--Exercises 7
-Case Discussion 7: Strategic Thinking of JD.com
-8.1 Long Tail Economy
-8.2 End-pipe-cloud creates value synergistically
--8.2 End-pipe-cloud creates value synergistically
-8.3 Exercises and case analysis
--Exercises 8
-Case Discussion 8: Haier / Huawei(choose one)
-9.1 Crossover
-9.2 Experience Economy
-9.3 Free Economy
-9.4 Exercises and case analysis
--Exercises 9
-Case Discussion 9: Crossover of Meituan
-10.1 Community Economy
-10.2 Social bonuses
-10.3 Exercises and case studies
--Exercises 10
-Case discussion 10: The power of Xiaomi fans
-11.1 Micromarketing
-11.2 Decentralization
-11.3 O2O
--11.3 O2O
-11.4 Exercises and case studies
--Exercises 11
-Case Discussion 11: The difference between new retail and O2O
-12.1 AIDMA → AISAS → SCIAS
-12.2 Interactive marketing
-12.3 Precision marketing
-12.4 Exercises and case studies
--Exercises 12
-Case Discussion 12: Jinritoutiao vs. Qutoutiao
-13.1 PC Internet Search Engine Marketing
--13.1 PC Internet Search Engine Marketing
-13.2 Mobile Internet Search Engine Marketing
--13.2 Mobile Internet Search Engine Marketing
-13.3 Theory of New Media Integrated Marketing
--13.3 Theory of New Media Integrated Marketing
-13.4 Exercises and case studies
--Exercises 13
-Case Discussion 13: The future of Baidu
-14.1 APP platform marketing
-14.2 Big Data and Cloud Computing
--14.2 Big Data and Cloud Computing
-14.3 Aboriginal Internet
-14.4 Crowd Creation
-14.5 Exercises and case studies
--Exercises 14
-Case Discussion 14: Douyin or Kuaishou?
-15.1 Integration and Openness
--15.1 Integration and Openness
-15.2 Altruistic Competitiveness
--15.2 Altruistic Competitiveness
-15.3 Strong and weak relationship
--15.3 Strong and weak relationship
-15.4 Word-of-mouth marketing
--15.4 Word-of-mouth marketing
-15.5 Exercises and case studies
--Exercises 15
-16.1 Industrial Internet
-16.2 Exercises and case studies
--Exercises 16
-Case Discussion 15: The rise of Qutoutiao
-Mind Map of "Marketing in the Mobile Internet Era"
--Mind Map of "Marketing in the Mobile Internet Era"
-Final test