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

1. Executive summary This is an Integrated trade Communication (IMC) intend for advance the High-Definition TV (high-definition television) of Xiamen oversea Chinese Electronic C0., Ltd. (XOCECO) in the municipal food market for 2004. The purpose of this plan is to attempt using the young IMC theory into the practice, and acquire the well-to-do effectiveness of communication with the quest audiences. This plan tightly focuses on the features of IMC, and then creates a limpid IMC theme Digitizing Your Life which is the single(a) voice and will be utilized in severally of communication methods. Further, the complex promotional mix is determined depended on the advantages of IMC. To summarize the plan, the nearly important point is that the theory of IMC mustiness be applied in the MarCom practice in align to improve the business 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 advanced manufacturing businesss of consumer electronics in China. XOCECO is comfortably known from home to abroad, and has actual 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 fruit facilities cover over 2 cardinal jog feet.

As for the TV division in 2002, it accounts for about 19% market shares. Meanwhile, XOCECO got total sales revenues of RMB 701 million, generated the crystalise profits RMB 56.8 million, and nonrecreational RMB 63.4 million for taxes. Through approximate 20-years depressed efforts and taking the loss attraction position of market, XOCECO established well-reputation post and extensive nationwide sales and distribution network with a computerization progress that reaches cross(prenominal) 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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