New media operation exploration of Orangelamp /
From the perspective of enterprise new media operation, this case explains how enterprises not only realize marketing and brand promotion through the operation of new media platform, but also form new business growth point and even outbreak point. Specific to Beijing Orangelamp Geophysical Explorati...
| Main Authors: | , , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
The School of Economics and Management, Beihang University,
2022.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | From the perspective of enterprise new media operation, this case explains how enterprises not only realize marketing and brand promotion through the operation of new media platform, but also form new business growth point and even outbreak point. Specific to Beijing Orangelamp Geophysical Exploration Co.,Ltd (hereinafter 'Orangelamp Company') as an example, this equipment company was committed to geophysical independent research and development, exploration services, sales agents. After more than ten years of development, it had accumulated a solid foundation in the geophysical industry and has become a company with a professional research as well as development team of geophysical instruments and independent products. However, the geological exploration economy ended its "ten-year golden period" around 2012 and entered a downward channel, forcing the geological exploration industry to seek for more business transformation as the direction of future development. Therefore, Orangelamp established a team to develop the "Orangelamp" wechat public platform (hereinafter 'Orangelamp Platform'). After 8 years of continuous exploration, the platform has formed an independent force committed to value-added and forced the development of enterprises. Therefore, what factors will influence Orangelamp transformation from a traditional enterprise to a new media platform? What stages will the development of Orangelamp Platform go through? What are their characteristics? Finally, how does Orangelamp Company form its core competitiveness by virtue of the Orangelamp Platform? |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781529620290 1529620295 |