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Case Discussion 9: Crossover of Meituan

When the founder of Meituan started xiaonei, he gained 30,000 registered users by "signing up to send chicken legs". How does the free model create value in the Internet age? "Seed user methodology" reveals the new 4C principles of community marketing in the new economic era. Please deeply analyze how communities, contents, scenes and connections create value by combining with Meituan cases.

Meituan takeout first and ali marriage after the switch to tencent, why? What are the differences between the value creation of platform ecosystem and the traditional value creation?

In addition to Meituan takeout, Meituan taxi in Meituan cross-border taxi field is also developing rapidly, and Meituan is developing "borderless". Please comb the Meituan ecosystem and think about how Meituan crosses the boundary. How does transboundary create value?


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Marketing in the Mobile Internet Era课程列表:

Chapter 1 Introduction to the Course "Marketing in the Mobile Internet Era"

-1.1 Marketing is everywhere

--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

Chapter 2 Understanding the Internet Era

-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

Chapter 3 Internet Thinking

-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

-Case Discussion 3: Tencent

Chapter 4 Evolution of marketing ideas

-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

Chapter 5 Value Discovery

-5.1 Blue Ocean Strategy

--5.1 Blue Ocean Strategy

-5.2 User thinking

--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

Chapter 6 Stakeholders of Value-Creating Subjects

-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)

Chapter 7 Evolution of Value Creation Theory

-7.1 Value chain and value network

--7.1 Value chain and value network

-7.2 Value Ecosystem

--7.2 Value Ecosystem

-7.3 Exercises and case analysis

--Exercises 7

-Case Discussion 7: Strategic Thinking of JD.com

Chapter 8 Value creation in the mobile Internet era

-8.1 Long Tail Economy

--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)

Chapter 9 Value creation features in the mobile Internet era

-9.1 Crossover

--9.1 Crossover

-9.2 Experience Economy

--9.2 Experience Economy

-9.3 Free Economy

--9.3 Free Economy

-9.4 Exercises and case analysis

--Exercises 9

-Case Discussion 9: Crossover of Meituan

Chapter 10 Community: the Value-Creating Subjects

-10.1 Community Economy

--10.1 Community Economy

-10.2 Social bonuses

--10.2 Social bonuses

-10.3 Exercises and case studies

--Exercises 10

-Case discussion 10: The power of Xiaomi fans

Chapter 11 New Marketing

-11.1 Micromarketing

--11.1 Micromarketing

-11.2 Decentralization

--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

Chapter 12 New Theories and New Features of Consumer Purchase Behavior

-12.1 AIDMA → AISAS → SCIAS

--12.1 AIDMA → AISAS → SCIAS

-12.2 Interactive marketing

--12.2 Interactive marketing

-12.3 Precision marketing

--12.3 Precision marketing

-12.4 Exercises and case studies

--Exercises 12

-Case Discussion 12: Jinritoutiao vs. Qutoutiao

Chapter 13 Mobile Search Marketing

-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

Chapter 14 Big Data Marketing

-14.1 APP platform marketing

--14.1 APP platform marketing

-14.2 Big Data and Cloud Computing

--14.2 Big Data and Cloud Computing

-14.3 Aboriginal Internet

--14.3 Aboriginal Internet

-14.4 Crowd Creation

--14.4 Crowd Creation

-14.5 Exercises and case studies

--Exercises 14

-Case Discussion 14: Douyin or Kuaishou?

Chapter 15 New Marketing Thoughts in the Mobile Internet Era

-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

Chapter 16 From Consumer Internet to Industrial Internet

-16.1 Industrial Internet

--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"

--Mind Map of "Marketing in the Mobile Internet Era"

Final test

-Final test

Case Discussion 9: Crossover of Meituan笔记与讨论

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