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ough this strategy. A series of PR activities based on this idea had been published on different kinds of media. This project also has brought two marked fruits to Mengniu Dairy. Firstly, it makes customer fell that Mengniu Dairy was the leader of the dairy industry. Secondly, it helps Mengniu Dairy obtaining more growth space from its competitor.

3.2 Attaching its Brand with Shenzhou V Human Spaceflight Mission
Shenzhou V was the first successful human spaceflight mission of PRC in 2003. By right of this historical affair, Mengniu Dairy has been succeeded in expanding the corporation reputation to the national extension.
Mengniu product had become the designated dairy product of Chinese cosmonaut before two years of Shenzhou V mission. For using the success of Shenzhou V Human Spaceflight Mission to enhance the brand image, Mengniu Dairy had had excellent scheme and done abundant preparation. Mengniu Dairy employed some PR firms and AD firms designed a series of advertisements, brochures and new packaging of its products which theme were celebration and patriotism. On the other hand, these advertisements and packaging also clearly expressed the fact that Mengniu product was the designated dairy product of Chinese cosmonaut.
On the aspect of media strategy, Mengniu Dairy has decided to employ the means as the ‘emphases plus support’ (Ruo, 2004). In the first place, a mass of advertisements was been played on more than forty TV Channels (Sun & Zhang, 2005). The result was that audiences were fiercely impressed the notion ‘The Designated Dairy Product of Chinese Cosmonaut’ when they watched TV. Meanwhile, by the strategy of ‘whole-picture scheme’, Mengniu Dairy could make their target customers have this information immediately during the shortest time through all kinds of media that could be touched by the customers such as poster, outdoor-media, media-news, newspaper and internet advertisements (Beijing Evening News, 2003).
The slogan of these advertisements were successfully combined the brand with the patriotism and national pride. For instance, the first advertisement’s slogan after the success of Shenzhou V mission was ‘Raise your right hand, Applause for China’ (Beijing Evening News, 2003). 这个公益广告巧妙地以为中国喝彩的主题，伴随着蒙牛是制定引用乳品的信息，体现了表现蒙牛品牌联系到了一起。All these promotion activities related to the Shenzhou V effectively infused the new characters, such as patriotism and responsibility, into the corporation reputation of Mengniu Dairy. One of these advertisements which theme was ‘Mengniu strengthens Chinese people’ used to be a Chinese EFFIE golden award winner in 2004 (China Advertising, 2004).

The outcome of this promotion project was prominent. According to the statistic from AC Nielsen, Mengniu Dairy’s 正是从神舟五号成功之月起开始长期占据国内liquid milk的榜首 (Sun & Zhang, 2005). The corporation of Mengniu Dairy借着神五成功的契机被成功的提升到了一个新的高度. Such as the opinion expressed in an article (Han, 2006) that there are several designated products for cosmonaut but Mengniu is the only one people could remember after a while.

3.3 Mengniu Sour Sour Yogurt and Super Girls
The Super Girls is the most remarkable show programme such as American Idol in China. it is conducted by Hunan TV and aim on girls who like singing song. The cooperation between Mengniu Dairy and Super Girls in 2005 was the most perfect case of improving corporation reputation for Mengniu Dairy until now.
In 2005, Mengniu Dairy decided to enter the yogurt marke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。