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industry for example, the BMW keeps on manufacture series of cars with different styles. For instance, the BMW 5 was regarded as type of is dynamic, and elegant is corresponding to 7 of BMW, while BMW3 is for challenging. And in each series, different technology was introduced to overcome the obstacles of the traditional products. The innovation of a company could be the core of the sustainability of a company. And such cases could be drawn in the IT industry. (Kull et al., (2007))When IBM and Apple were scramble for the market, each company would not hand out all the technological innovation they had already achieved in one single product. Instead, each company had a part of their improvement used in one new series, and the others for the next generation of product, just being sure that the customers could enjoy the improvement and keep on fond of the brand, but keep the company being sustainability all the time.

The mission statement in the marketing  营销的使命宣言

Generally speaking, it could be much easier to figure out a brand on the product than the recognizing a company who hold the factory that made the product.(Noorul Haq and Kannan, (2006)) For example, when people see a car with the symbol of Rolls-Royce, the majority would talk about the car itself, rather than the company of BMW who acquired the Rolls-Royce cars in 2003. Despite of the fact that BWM has been dedicated in luxury cars ever since its beginning, Rolls-Royce keeps its original mission. Such is the case for the mission statement in marketing.

Mission statement for a company could be considered as the element of vital importance, since it matters a lot in the 4P strategic in the marketing. In the aspect of product, it could be figured out that, the mission could lead to content and the function of the product, the place, the price, and the promotion. Taking KFC for example, it has been dedicated in the fast-food. There are over 600 million customers choose the delicious food provided by the KFC each day all over the world. In addition to the traditional placard KFC products - plain chicken, customers can be in the world a taste of KFC restaurants to other 400 multinomial products, such as Kuwait's chicken scones and Japanese salmon sandwiches, and things so like. (Zhang et al., (2009))The KFC company belongs to the world's largest restaurant group - yums global food group, the group has including distributed in more than 100 countries and regions of nearly 30,000 chain stores world famous KFC restaurants, Pizza Hut, Taco Bell restaurant. Despite of the controversy in the health of the food, KFC moves on with the mission state of “We Do Chicken Right”. (Davies et al., (2004)) while the Pizza Hut’s mission statement is “ We take pride in making a perfect pizza and providing courteous and helpful service on time all the time.” Besides, one of the strongest rivals of KFC, the McDonald’s mission statement reads in such a way, “We provide our customers with the quality of our great tasting food; our fast, friendly service; our clean restaurants and facilities; the value of our food and the McDonald’s experience.” And the good mission statement could be able to outline the core value of the company, and their product. Besides, the proper mission would help in the promotion of the product, with the distinct character and excellent quality.

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