目 錄 案例1 飯店的尷尬：如何面對(duì)不滿意的顧客.............................................................................1 案例2 善園網(wǎng)：互聯(lián)網(wǎng)公益營銷的“信任戰(zhàn)”..........................................................................7 案例3 夫妻購買奶粉的決策過程...................................................................................................17 案例4 韻升音樂盒的互聯(lián)網(wǎng)營銷戰(zhàn)略轉(zhuǎn)型................................................................................27 案例5 老字號(hào)“王升大”的品牌創(chuàng)新.........................................................................................35 案例6 這里的黃昏靜悄悄：永輝超市的商業(yè)模式變革........................................................43 案例7 會(huì)耕部落：三寰農(nóng)業(yè)的O2O 營銷之路........................................................................51 案例8 小紅書網(wǎng)絡(luò)直播營銷模式的成功之路...........................................................................63 案例9 A 圖書連鎖企業(yè)的渠道變革與創(chuàng)新................................................................................71 案例10 A 公司O 品牌手機(jī)的廣告營銷策略............................................................................83 案例11 M 企業(yè)“九命牌”貓食食品公共關(guān)系營銷策略.....................................................89 案例12 讓地鐵站“創(chuàng)藝”起來：寧波創(chuàng)藝服務(wù)平臺(tái)引流之路.......................................97 Case 1 Awkward Situation at a Restaurant: How to Deal with Dissatisfied Customers ......................................................................................................105 Case 2 ShanYuan: The“ Trust War” of Internet Charity Marketing .........................113 Case 3 The Decision-making Process of a Couple Purchasing Baby Formula ........125 Case 4 The Marketing Strategy Transformation of Yunsheng Music Box ................137 Case 5 The Innovation of the Time-honored Brand Wangshengda ............................145 Case 6 The Dusk Here Is Quiet: Yonghui Supermarket′s Business Model Reform ..................................................................................................155 Case 7 Kitchen Garden-self Anywide: The O2O Transformation of Anywide-Agriculture ......................................................................................................165 Case 8 Road to Success of Live Streaming on Xiaohongshu ...........................................181 Case 9 Channel Reform and Innovation of Company A ...................................................189 Case 10 Advertising and Marketing Strategy of Company A′s O Brand Mobile Phones ...................................................................................................................203 Case 11 Public Relations Marketing Strategy of Company M′s 9 Lives Brand Cat Food ....................................................................................................211 Case 12 Let the Subway Stations Be Creative: The Method Attracting Consumers of Ningbo TRYEE ............................................................................................................219