The marketing communication strategy for Xiamen Overseas Chinese Electronic C0., Ltd

1. Executive summary This is an Integrated merchandise Communication (IMC) aim for snap off the High-Definition TV (high-definition television) of Xiamen everywheresea Chinese Electronic C0., Ltd. (XOCECO) in the municipal commercialize for 2004. The purpose of this plan is to attempt using the moderne IMC theory into the practice, and acquire the indulgent effectiveness of communication with the intimate audiences. This plan tightly focuses on the features of IMC, and then creates a bare IMC theme Digitizing Your Life which is the single voice and will be utilized in all(prenominal) of communication methods. Further, the complex promotional mix is determined depended on the advantages of IMC. To summarize the plan, the near expensive point is that the theory of IMC must be applied in the MarCom practice in revise to improve the business in the competitive environment. 2. The caller-out background Xiamen Overseas Chinese Electronic C0., Ltd. (XOCECO), complete in 1984, is one of the largest and most advanced makers of consumer electronics in China. XOCECO is comfortably known from home to abroad, and has certain in many areas such(prenominal) as video equipment, computers, communication equipment, and electronic components. XOCECO was the first company in China to develop the 25 and 27 unpolluted flat, color, HDTV and the first Chinese electronics manufacturer to receive ISO9002 certification. The feature proceeds facilities cover over 2 one million million jog feet.

As for the TV division in 2002, it accounts for about 19% market shares. Meanwhile, XOCECO got total gross revenue revenues of RMB 701 million, generated the lowest profits RMB 56.8 million, and nonrecreational RMB 63.4 million for taxes. Through approximate 20-years haunting efforts and taking the loss leader position of market, XOCECO established well-reputation provoker and extensive nationwide sales and distribution network with a computerization progress that reaches crossways the whole country incorporating over 119 branches, and... If you want to get a full essay, order it on our website: Ordercustompaper.com

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