分众传媒:Q卡业务

Translated title of the contribution: Focus Media: The Q Card Business

Shanyou Li (First Author), Liang Dong (Participant Author), Leiping Xu (Participant Author)

Research output: Other contributionCase Studies

Abstract

One day in April 2012, Mr. Jason Jiang walked into Zhao Feng World Trade Building in Shanghai, where Focus Media was located. Two young female white-collar workers were waiting for the elevator, and from the nearby Focus Media LCD interactive displays came a steady stream of information. This included an Audi sedan advertisement on the large upper screen and movie promotions on the three smaller screens below. Mr. Jiang hoped the two women would fish out a Q card and swipe it at the displays, sending the promotional information to their phones. But they didn't move. Launched six months earlier, the company’s Q card business hadn't been doing well well. Mr. Jiang seemed at a loss: where had the Q card business gotten stuck?
Translated title of the contributionFocus Media: The Q Card Business
Original languageChinese (Simplified)
Number of pages2
Publication statusPublished - 11 Jul 2015

Case number

STR-14-272

Case normative number

STR-14-272-CC

Case type

现场案例

Update date

2016-06-23

Published by

中欧国际工商学院

Keywords

  • 商业模式
  • 消费行为
  • 转型

Case studies discipline

  • Strategy

Case studies industry

  • Information, Media & Telecommunications

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