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

1. Executive summary This is an Integrated Marketing Communication (IMC) architectural plan for better the High-Definition TV (HDTV) of Xiamen Overseas Chinese Electronic C0., Ltd. (XOCECO) in the municipal market for 2004. The purpose of this plan is to attempt apply the modern IMC theory into the practice, and acquire the favorable effectiveness of communicating with the indicate audiences. This plan tightly focuses on the features of IMC, and then creates a evident IMC theme Digitizing Your Life which is the single voice and allow for be utilized in each of communication methods. Further, the interlocking promotional mix is determined depended on the advantages of IMC. To summarize the plan, the most(prenominal) valuable point is that the theory of IMC must be utilize in the MarCom practice in order to improve the line of reasoning in the competitive environment. 2. The caller-out background Xiamen Overseas Chinese Electronic C0., Ltd. (XOCECO), completed in 1984, is one of the largest and most move on manufacturers of consumer electronics in China. XOCECO is advantageously known from home to abroad, and has developed in many areas such(prenominal) as video equipment, computers, communication equipment, and electronic components. XOCECO was the outset company in China to develop the 25 and 27 unpolluted flat, color, HDTV and the first Chinese electronics manufacturer to start ISO9002 certification. The feature production facilities cover over 2 billion jog feet.

As for the TV division in 2002, it accounts for most 19% market shares. Meanwhile, XOCECO got total sales revenues of RMB 701 million, generated the net meshing RMB! 56.8 million, and nonrecreational RMB 63.4 million for taxes. Through approximate 20-years relentless efforts and taking the loss leader position of market, XOCECO established well-reputation brand and abundant nationwide sales and distribution network with a cybernation progress that reaches crosswise the whole country incorporating over 119 branches, and... If you compulsion to get a full essay, order it on our website: BestEssayCheap.com

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