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论文作者:佚名论文属性:课程作业 Coursework登出时间:2009-11-12编辑:steelbeezxp点击率:20616
论文字数:300论文编号:org200911121552279851语种:英语 English地区:英国价格:免费论文
附件:模板org.pdf
关键词:essayInner Mongolia Mengniu Dairy Co LtdMengniu Dairycorporate reputationmethodsstrategies
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。