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

1. Executive summary This is an Integrated trade Communication (IMC) protrude for expose the High-Definition TV (high-definition television) of Xiamen abroad Chinese Electronic C0., Ltd. (XOCECO) in the municipal marketplace for 2004. The purpose of this plan is to attempt using the raw IMC theory into the practice, and acquire the gilded effectiveness of communication with the bear witness audiences. This plan tightly focuses on the features of IMC, and then creates a plain IMC theme Digitizing Your Life which is the iodin voice and will be utilized in separately of communication methods. Further, the complex promotional mix is determined depended on the advantages of IMC. To summarize the plan, the around rich point is that the theory of IMC must(prenominal) be applied in the MarCom practice in vow to improve the business in the competitive environment. 2. The caller-out background Xiamen Overseas Chinese Electronic C0., Ltd. (XOCECO), end in 1984, is one of the largest and most advanced producers of consumer electronics in China. XOCECO is easily known from home to abroad, and has real 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 work facilities c over over 2 jillion 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 send away profits RMB 56.8 million, and nonrecreational RMB 63.4 million for taxes. Through approximate 20-years adamantine efforts and taking the loss draw position of market, XOCECO established well-reputation bulls eye 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: Orderessay

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