市场营销英文安利品牌营销.doc

DATONG UNIVERSITYNAME OF STUDENT 刘芸LiuYunSTUDENT NUMBER 080502921218WRITING TUTOR 潘丽霞Pan LixiaPROGRAMME 市场营销 International MarketingMODULE TITLE Assignment TITLE OF REPORT Amways Brand MarketingDECLARATIONThis assignment is my own work. I have shown my ideas clearly by using words from books and websites. I have given bibliography and web references for any quotations or materials that come from the work of others. I have shown if I have worked with someone else.SIGNED DATE (Student) 刘芸LiuYun Thursday, December 23, 2010-ASSIGNMENT RECEIPTNAME OF STUDENTLiuYunSTUDENT NUMBER080502921218PROGRAMMEInternational MarketingMODULE TITLEAssignmentWRITING TUTORPan LixiaDATEThursday, December 23,2010AmwaysBrand Marketing Amways new brand launches early in 2010. The logos four different colored ripples represent the four different meaningswhich are career, life, beauty and health. They reflect Amways modest, confident, dynamic, and the temperament of enhancing. And it has a better performance of Amways four connotations: business opportunity, multi-product, the relationship between marketers and consumers, to be a citizen of corporations and to contribute to the community.First: Amways micro-environment In 1959, Rich Demos and Jay Van Adel set up Amway in a basement in Adam Michigan. Now it has 38.7 billion U.S. dollars of fixed assets. In 1992, Amway came into China. The turnover of Amway (China) reached to 17.0 billion RMB, ranking first in dozen of years in Cosmetic industry. In the well-known financial magazine Forbes (2003), Amway ranked 25th in the largest 500 private companies in the United States. In January, 2003, Amway ranked 104 in the United States quarterly magazine Family Business in Global Top 200. The rapid rise in sales can be seen from the following chart: Unit: billion For this achievement, Amway must have its marketing approach. The following is to take Nutritive as an example of analyzing its marketing in China: Second: Amways brand strategy: Amway (China) become the most important market in the world. Maintaining brand Advantages and strengthening the brand would be Amways brands long-term strategy. In January, 2010, all the branches of Amway announced that they have launched new brand, which establishes a good corporate image to the world: 1. Amway increase investment in the media: From television, print media, outdoor media to network, Amway is almost full for brand promotion. Amway appointed OMD (It is one of the OMNICOM media advertising company) contract all its media business in China. In 2008, all the Nutritive and Artistry business were appointed to the OMD and Carat Media (one of the largest media buying companies in the world.) According to AC Nielsen statistics, Artistry of the 2008 annual cases of price advertising expenditures was 305.1 billion U.S. dollars. 2. By promoting their products, Amway rebuild the new brand and its corporate image: In 1998, the pyramid scheme crisis make the brand of Amway have a most painful suffering. In order to get rid of the negative impact on Amway, it launched new brand Nutritive, which is the role of enhancing the corporate brand. 3. Brand of human nature: Amway Nutritive Using a sports diving star Fu Mingxia and the image of her father Fu Yiijun. The creative of affectionate father and daughter made Nutritive not only a superior brand, but also a credible amiable image. Putting the creative into the common and gathering organic products and ideas at a higher starting point is a good way to abandon the concept of empty aspirations of products. Amway Nutritive becomes success.4. Establishment of brand image by advertising image: In 2001, Beijing gain the chance to host the 2008 Olympic Games, this is also the opportunity to Amway. Nutritive brand positioning form is just “movement and health. The leaders Amway grasp the opportunities - In January, 2001, the Olympic champion Fu Mingxia became the spokesman for Nutritive. Then Amway has signed up more top sports at home and abroad, who make Nutritive has a healthy future and its brand awareness and reputation are widely spread. 5. Amway green brand marketing: From the first day of creation, Amway regards environmental protection as their bounden duty. Amway respects for the nature and have the same strain to the fine tradition of environmental protection. Amway received many Environmental Protection rewards: Green Globe Award (1997, Rainforest Alliance); Green Globe Award, the Rainforest Alliance; Ecological Protection Outstanding Achievement Award (1991, U.S. National Wildlife Federation) All of these rewards show that while Amway contributing her efforts to environmental protection, its brand position is also rising. Third: summaryAmway has a strong brand strength and brand appeal, the market share of its great promise, but also its ranking leader of Chinas direct selling industrys status as no one can shake. Nutritive Amway brand building is a microcosm. Today, Amway brand become a common symbol consumers know about the direct selling industry. We can see the success of its brand strategy. In Amways future development strategy, the brand is still the top priority of its marketing