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t due to the decrease of profit from liquid milk’s sale (Luo, 2008). Mengniu Sour Sour Yogurt was the new product which target customers was young and fashion girls. Therefore, Mengniu Dairy combined with Super Girls show in 2005.
There are two special characteristics about this cooperation. Firstly, Mengniu Dairy did not simply buy the naming right. It also utilized its gigantic marketing network to organize primary competitions in many areas. Secondly, it is the first time for Mengniu Dairy to put emphasis on improving the corporation of its Subsidiary brand—Sour Sour Yogurt.
The Super Girls show achieved unprecedented success in 2005 because of the enormous fund support and social resource form Mengniu Dairy. There were over fifteen thousand players participating to the show and over 400 million audiences watching the programme (Zhang, 2005). Although Mengniu Dairy invested about RMB ten million on this programme, 蒙牛酸酸乳的销售额比活动前翻了三倍，大概将近20亿人民币。
After 2005 Super Girls show, Mengniu Sour Sour Yogurt totally dominated the domestic yogurt market. Compared with other dairy firms, the reputation of Mengniu Dairy was also improved to be the leader position depending on the tremendous amount of sales.

3.4 Crisis management
Charles Fombrun (Brady, 2005) pointed out that the corporation reputation consists of: emotional appeal, products and services, financial performance, vision and leadership, workplace environment and social responsibility. To analyze Mengniu Dairy by this theory, it performed excellent in all the aspects expect product.
On 16th, September 2008, the General Administration of Quality Supervision, Inspection and Quarantine of the PRC (AQSIQ) published an investigation report pointing out that some batches of Mengniu Dairy, Yili Dairy and Guangming Dairy’s product contained melamine which could lead to genitourinary illness (AQSIQ, 2008).
In the general, the performance of crisis PR of Mengniu Diary basically obeyed the 3T (Tell You Own Tale, Tell It Fast and Tell It All) principles (Regester, 1987).
On the aspect of positive response, the reaction of Mengniu Dairy was in time. Mengniu Dairy published its formal statement on 17th, September 2008. There were four key points in this statement: It will immediately recall all the problem products. 根据国家标准双倍compensate the patients cased by the product within five years. It will continue purchasing qualified milk from farmer. All kinds of its products will be inspected by Chinese Academy of Inspection and Quarantine (Mengniu Dairy, 2008c). Then, Mengniu Dairy initiatively invited relevant journalists and public consumers to visit its workshop which aimed to help them understand the process of the manufacture (Mengniu Dairy, 2008d), and firstly announced that it would use the live video broadcast the production process to facilitate the public supervision (Mengniu Dairy, 2008e). It is undoubted that these plans get itself the access to the public excusal effectively. 
Meanwhile, Mengniu Dairy adopted the capital-backed strategy, obtaining financial support from government and other domestic corporations, to avoid the bankruptcy and related risk of mergers and acquisitions by foreign competitors. According to the news report, Mengniu Dairy has successfully released from the contract of stock equity mortagage with Morganstanley and has obtained certain amount of guaranteed loan from such domestic institutions as Legend Holdings Ltd (Liu, 2008).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。