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

1. Executive summary This is an Integrated Marketing Communication (IMC) figure 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 conference 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 exit be utilized in each of communication methods. Further, the manifold promotional mix is determined depended on the advantages of IMC. To summarize the plan, the roughly valuable point is that the theory of IMC must be utilise in the MarCom practice in order to improve the argument 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 good 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 offset company in China to develop the 25 and 27 unpolluted flat, color, HDTV and the first Chinese electronics manufacturer to mother ISO9002 certification. The feature production facilities cover over 2 one thousand thousand 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 net lolly RMB 56.8 million, an! d nonrecreational RMB 63.4 million for taxes. Through approximate 20-years relentless efforts and victorious the loss leader position of market, XOCECO established well-reputation brand and capacious nationwide sales and distribution network with a cybernation progress that reaches crosswise the whole country incorporating over 119 branches, and... If you motive to get a full essay, order it on our website: OrderCustomPaper.com

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