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Case Study of Yon-ho Soybean Milk Integrated Marketing Communications

Author: GuanJingJie
Tutor: ChenXianYuan
School: Shanghai Jiaotong University
Course: Communication
Keywords: IMC Brand Strategy Yon Ho international group "Yon Ho Soybean Milk"
CLC: F426.82
Type: Master's thesis
Year: 2010
Downloads: 1025
Quote: 0
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Abstract


In recent years, many Taiwanese merchants has enter mainland China for investments, however, only few has established a good brand, in particular, those can be identified as well-known brands are even rare. This study is to analyze”Yon Ho Soybean Milk”, a leader in the market, which has successfully to established a well-known brand in China. And study itself could provide recommendations to those merchants who wish to enter mainland China for established a business.This study try to analyze the success of“Yon Ho Soybean Milk”’s brand structures and the way to promoting it. Using case analysis、depth interviews and existing data compilation of the qualitative research method, focus on”Yon Ho Soybean Milk”’s development and process in use of integrated marketing communication strategies and operation of logistics and organization.To summarized the relationships of positive correlation between integrated marketing communication and business success,which will help to structure a integrated marketing communication strategy and brand promoting ahead strategy for using. It would be also helpful for the merchants to absorb the experience and knowing the right steps to build a well-known brand in China.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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