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engniu Dairy, the Compound Annual Growth Rate (CAGR) of its sales revenue was 121% (Mengniu Dairy, 2009). The CAGR of its profit was 159% (Mengniu Dairy, 2009). It is also the first firm whose revenue surmounted RMB 20 billion yuan in China (Mengniu Dairy, 2008a). Mengniu Dairy occupied the largest slice of the domestic dairy pie in 2007 with a percentage of over 25% (China Industrial Information Issuing Center, 2008). Mengniu also topped the sales of liquid milk, yogurt and ice cream for three consecutive years（CGCC & CNCIC, 2008）. In the list of 2008 The Asia's 500 Most Influential Brands which was elected by World Brand Laboratory, Mengniu Dairy surpassed Japanese firm Meiji Diary in the top 226 in the chart, which is only one place lower than Yili Dairy，and successfully established itself as the second largest diary company from China (WBL, 2008).
It is obvious that Mengniu Dairy experienced great success in the development of its business and corporation reputation before the year 2008. However, 2008 didn’t bring with it the expected leap in sales or rise in fame, both its business and corporate image suffered a lot because its product had been found to contain melamine, a fatal ingredient which has been proved to lead to kidney failure in infants and small kids. Based on the announcement from Mengniu Dairy, it might be facing a total loss of approximately RMB 900 million yuan in the financial year of 2008 (Mengniu Dairy, 2008b). More seriously, the damage to the corporate reputation was hard to imagine. Although the crisis management of Mengniu Dairy was timely and effective, yet, it is still beyond the limit of any corporation to take a blow that heavy.

3.        Event Management and Crisis Management
Mengniu Dairy’s rapid development is benefit from its superexcellent strategy of building corporation reputation. From the beginning of it establishment, the rear of corporation reputation has been known as the most magnitude issue by the directorate. The board decided the strategy was ‘Establishing the brand before establishing the factory’ (Sun & Zhang, 2005). Mengniu Dairy divided the progress of building its reputation into three processes—Local, China and World (Sun & Zhang, 2005). The most main method of Mengniu Dairy to building reputation is event management. In this part, the essay wants to choose three successful cases of Mengniu Dairy to do the analysis. Afterwards, the essay will analyze the crisis management of Mengniu Dairy about toxic milk scandal.

3.1 Attaching Its new brand to the Famous Brand
It was an undeniable fact that Yili Dairy Group was the biggest dairy firm in Neimenggu province when Mengniu Dairy was founded in 1999. Meanwhile, there are also several less big dairy firms existing in the same area. Compared with these corporations, Mengniu Dairy did not have any advantages in the aspects of fund, sale and resources of milk. However, Mengniu Diary allocated over 1/3 of its capital to build its corporate image(Sun & Zhang, 2005)。During this period，蒙牛乳业的宣传采用了将自己品牌与内蒙古最大的乳业品牌伊利捆绑出现的策略。According to the decision about ‘Establishing the brand before establishing the factory’, 在公司成立后不久，it brought the usufruct of more than three hundred billboards in Huhhot and published a advertisement said ‘ 蒙牛乳业，创内蒙古乳业第二品牌’. 随后蒙牛又投放了大量宣传内蒙乳业的广告，这些广告无一例外的把最大竞争对手伊利放在内蒙古乳业的首位，蒙牛紧随其后。Mengniu Dairy successfully established its local corporation reputation thr本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。