明一乳业品牌形象升级及营销策略策划书（a bright dairy brand image promotion and marketing strategy planning）

明一乳业品牌形象升级及营销策略策划书（ABRIGHTDAIRYBRANDIMAGEPROMOTIONANDMARKETINGSTRATEGYPLANNING）PREFACEENTERPRISEPROFILEMINGISASCIENTIFICRESEARCH,DEVELOPMENT,PRODUCTIONANDMANAGEMENTASONEOFTHESPECIALIZED,INTEGRATEDANDHIGHTECHGROUPCOMPANIESMAINLYSERVESCHINESEFAMILYNUTRITIONFOOD,DAILYNECESSITIESANDREHABILITATIONINDUSTRYMINGFUZHOUDAIRYCOLTDISAPROFESSIONALENGAGEDININFANTNUTRITIONFOODPRODUCTIONENTERPRISES,THEFIRSTBATCHOFINFANTFORMULAMILKPOWDERPRODUCTIONLICENSE,ANDACHIEVEDNATIONALFOODQUALITYANDSAFETYMARKETACCESSCERTIFICATIONQSCERTIFICATION,HASREACHEDTHEDOMESTICFIRSTCLASSLEVELININFANTFORMULAMILKPOWDER,INFANTNUTRITIONFOODPRODUCTIONSPECIALIZATIONMINGFOODCOOPERATIVEEXPERTRESEARCHERSANDCHINAEUGENICSCIENCEASSOCIATIONCHILDRENSNUTRITIONSPECIALIZEDCOMMITTEE,COMMONRESEARCHANDDEVELOPMENTWITHTHECHINAINFANTGROWTHSERIESFORMULA,TOENSURETHEHEALTHYGROWTHOFBABIESANDCHINESEFEEDINGACCORDINGTOFAMILYTRADITION,HASINTRODUCEDTHESTOMACH,EASYTODIGESTFORBABYTENDERNEWSERIESOFNUTRIENTABSORPTIONRICENOODLESINADDITION,ACOMPREHENSIVEANDBALANCEDNUTRITION,STRENGTHENTHEEASYABSORPTION,EASYDIGESTION,IMMUNEACTIVITYANDOTHERCHARACTERISTICSATTHESAMETIMEALSODEVELOPEDRICENOODLESINFANTMOLARSERIESPALACETOSUPPORTTHELATESTINTERNATIONALPOPPRODUCTSTHEGROUPATTACHESGREATIMPORTANCETOCUSTOMERSERVICESERVICE,“ACONSUMERADVOCATE,LIFELONGCUSTOMERS“,THEPRODUCTSSOLDASANEWBEGINNINGOFMARKETING,SERVICEHASBEENTOFULLYDIGESTGOODSANDBUYAGAIN,LAUNCHEDTHE“8008581237“NATIONALFREESERVICEHOTLINE,TIMELYTRACKINGSERVICEFORTHEPURCHASEOFCONSUMERPRODUCTS,NOTONLYTOANSWERCONSUMERPRODUCTFEATURESANDNUTRITIONKNOWLEDGE,BUTALSOCAREFULLYINTRODUCESPARENTINGANDMATERNALKNOWLEDGE,BYEXPERTSANDCONSUMERSTOCOMMUNICATEDIRECTLY,ANSWERINGQUESTIONSEXTENSIVECOLLECTIONOFINFORMATION,SALESREGISTRATIONFILINGATTHESAMETIME,ESTABLISHAHIERARCHICAL,STAGEDANDSYSTEMATICSTAFFTRAININGSYSTEM,STRENGTHENSTAFFNUTRITION,HEALTH,SERVICE,LEGALCONCEPT,ANDENSURETHATTHECOMPANYSCUSTOMERSRECEIVETHEBESTSERVICEBUTTHEGROUPDEVELOPMENTTODAY,BOTHATHOMEANDABROADISONLYAMEDIUMSIZEDGROUP,ITSFLAGSHIPPRODUCTOFDAIRYPRODUCTSINTHEMARKETCOMPETITIONARENOTINTHELISTOFALLNAMES,MINGANDNANSHAN,ASHLEYANDOTHERDOMESTICENTERPRISESBELONGTOTHELOCALBRAND,VISIBILITYISNOTHIGHINSEPTEMBER2006,THESTATEADMINISTRATIONFORINDUSTRYANDCOMMERCENOTIFIED10KINDSOFSUBSTANDARDDAIRYPRODUCTS,ASUBSIDIARYOFMINGMINGGROUPFUZHOUMILK“DAIRYLIMITEDPRODUCTIONLIST,HASBROUGHTGREATSHADOWTOMINGGROUPSCORPORATEIMAGETHEREFORE,THENEWYEARISAPPROACHING,THEMINGGROUPNEEDSTOUPGRADEITSCORPORATEIMAGE,ELIMINATETHEADVERSEEFFECTSANDPUSHTHECORPORATEIMAGETOANEWHEIGHTMARKETSTATUSANDANALYSISIMARKETSURVEY1,THEDAIRYMARKETCOMPETITIONISFIERCEFROMTHEPOINTOFVIEWOFTODAYSDAIRYINDUSTRYCOMPETITIONSITUATION,THESTRATEGICSTALEMATETHATEVENTUALLYLEDTOLARGEENTERPRISESBIGGERANDSTRONGER,YILI,MENGNIUANDOTHERCOMPANIESTHISYEARHAVELARGESCALEINVESTMENTANDNATIONALLAYOUT,LIGHTINCRISISAFTERTHEINVESTMENTLAYOUT,MADESANLUCAPITALANDTECHNOLOGYINSTRATEGICJOINTVENTURE,TOCONTINUETOMAINTAINHIGHGROWTHOFNATIONALMILKTHEFIRSTPOSITIONANDLIQUIDMILKSMALLANDMEDIUMSIZEDENTERPRISESINTHEBRAND,CAPITALPRESSURESANDTHEIRCOSTSOFLARGEENTERPRISES,LARGEENTERPRISESINTHEFUTUREAGAINSTTHEDESPERATEATTACKHASBEENVERYDIFFICULT,SOTHEFUTURERESULTSASCANBEIMAGINED2,MANYBRANDSDESPOTSEVERYWHERETHEMILKPOWDERBRANDSSOLDINCHINAAREMAINLYDIVIDEDINTOFOURCATEGORIESIMPORTEDBRANDS,JOINTVENTURES,DOMESTICBRANDS,DOMESTICBRANDSANDLOCALBRANDSMINGWASRATEDASALOCALBRANDIMPORTEDBRANDSGOODCHILDREN,NEBEL,ABBOTT,WYETH,CANNEDONEORTWOBOXSERIESTHEREAREUNKNOWNBACKGROUNDBRANDBLACKNOLONGTERMREGULARUSEOFABRANDOFMILKPOWDER,THEMAJORITYOFCONSUMERSBYTHEREGULARREPLACEMENTOFBRANDHABITSVULNERABLETORELATIVESANDFRIENDS,CHOOSEMILKPOWDERBRANDMEDIAAROUNDBABYMILKQUALITY,RANKINGINTHEHEARTSOFPARENTSINSEPTEMBER2006,CHINAPRESCHOOLNETWORKSURVEYEDTHEQUALITYOFINFANTMILKPOWDER,WHICHLASTED1MONTHS,WITHMORETHAN4000PARENTSPARTICIPATINGINTHEPOLLPERCENTAGEOFVOTESWYETHMILKPOWDER17,815DUMEXMILKPOWDER14674ABBOTTMILKPOWDER12584MEADJOHNSONMILK12577YILIMILKPOWDER8386SHENGYUANMILKPOWDER8359NESTLEMILKPOWDER6275ASHLEYMILK6270WEICHUANMILK4165WANDASHANMILK3147AUSNUTRIAMILKPOWDER3118MISOMILK2107MORINAGAMILK155ANNFULLPOWDEREDMILK1,40THEUNITEDSTATESSPECIALHIGHMILK130SUPERVEGETARIANMILKPOWDER127MANNAMMILKPOWDER126GIVEDOLLYMILKPOWDER1,24MILKPOWDER023ALTHOUGHNOTOFFICIALRANKING,BUTBASICALLYCREDIBLE,INLINEWITHTHEVIEWSOFMOSTCONSUMERSTHERANKINGSHOWSFOREIGNBRANDSOFBABYMILKPOWDERISSTILLMORETHAN60OFPARENTSPREFERRED,OCCUPYTHETOPFOURPOSITIONSNESTLEBABYMILKPOWDERBECAUSEOFSOMETIMEAGOQUALITYPROBLEMSEXPOSED,INTHEEYESOFTHEQUALITYOFPARENTSRANKEDDECLINEDOMESTICBRANDSOFINFANTMILK,YILIMILKINTHELEADINGDOMESTICBRANDSSLIGHTLYBY8PERCENTAGEPOINTS,MILKPOWDERINHOTPURSUITTWOBABYMILKPRODUCTSRANKAHEADOFTHEVETERANBABYMILKCOMPANYNESTLE,FOLLOWEDBYOTHERBRANDSOFMILKPOWDERFORALONGTIME,THISHUGEMARKETHASBEENMONOPOLIZEDBYFOREIGNBRANDSESPECIALLYINTHEHIGHENDMARKET,FOREIGNBRANDSOCCUPYANABSOLUTEADVANTAGENESTLE,WYETH,DUMEX,ABBOTTANDOTHERFOREIGNBRANDSOCCUPYTHEMARKETSHAREOF8090FOUR,THEMINGMARKETPERFORMANCESINCE2004,THEIMPACTOFTHEAFTERMATHOFINFERIORMILKPOWDERINCIDENTNOTFAR,SANLU,YILI,WANDASHAN,LONGDAN,TERRACOTTA,NANSHANANDOTHERDOMESTICMILK“BACKBONE“,INTHEMILKPOWDERINCIDENTWORLDLYWISEANDPLAYSAFE,ANDNOTBEABLETOCOMEFORWARDAPRODUCTIONOFALPHALACTALBUMINSERIESINFANTFORMULATOSEIZETHEOPPORTUNITY,UPSTREAM,MADEBIGMILKPOWDERMANUFACTURERSSALESINTHELOCALMARKETTOSHAMESALESINFUJIANHAVEREACHEDTENSOFMILLIONSBUTINTHECOUNTRYMARKETSHAREISLOW,BRANDAWARENESSISNOTHIGH,CANONLYBEREGARDEDASDOMESTICLOCALBRANDS,PRODUCTREPUTATIONISLOW,POPULARITYISNOTHIGH,MINGBRANDSPREADNOTWIDE,REPUTATIONISNOTCOMPARABLETOOTHERWELLKNOWNBRANDSENTERPRISEANALYSIS1,ENTERPRISEADVANTAGESMINGISAPROFESSIONALENGAGEDININFANTNUTRITIONFOODPRODUCTIONENTERPRISES,THEFIRSTBATCHOFINFANTFORMULAMILKPOWDERPRODUCTIONLICENSE,ANDACHIEVEDNATIONALFOODQUALITYANDSAFETYMARKETACCESSCERTIFICATIONQSCERTIFICATION,HASREACHEDTHEDOMESTICFIRSTCLASSLEVELININFANTFORMULAMILKPOWDER,INFANTNUTRITIONFOODPRODUCTIONSPECIALIZATIONPRODUCINGAVARIETYOFSERIESOFNUTRITIOUSFOODUNDERTHEBRANDOF“MINGONE“PRODUCTSINCLUDINGMILKPOWDER,RICENOODLES,GLUCOSE,NUTRIENTS,MOLARROD,PARTNER,SPOUSE,MILKMETERSSOUP,EATDRYMILKNUTRITION,VARIETYSERIES,INFANTFOODALMOSTSWEPTMOSTOFTHED,TOAWIDERANGEOFCONSUMERCHOICEAMONGTHEM,ALPHALACTALBUMINSERIESOFINFANTFORMULAMILKPOWDERASANADVANTAGEOUSPRODUCT,ISTHESELLINGPOINTFORENTERPRISESALPHALACTALBUMINSERIESOFINFANTFORMULAFULLACCESSTOBREASTMILK,BRAINSMOREINTELLIGENT,INCLUDINGALPHALACTALBUMIN,LACTOFERRIN,WHEYPROTEIN,DHA,AALOTUSESSENCEFIREUNIQUEFORMULAATTHESAMETIMEFORMULATOADDRICHINNATURALACTIVEGROWTHFACTORSANDIMMUNEFACTORSINCOLOSTRUM,CANMAINTAINBIOLOGICALACTIVITYAT50DEGC,FORPROTECTIONOFALPHALACTALBUMIN,COMPLETELYABSORBEDFROMTHEINTESTINE,FURTHERIMPROVETHEUTILIZATIONVALUEOFBOVINECOLOSTRUMALPHALACTALBUMINHAS5MAJORADVANTAGESLIKEBREASTMILK1INCREASEAPPETITE2IMPROVESLEEPQUALITY3,IMPROVECOPINGABILITY,4EFFECTIVELYRELIEVETENSION5,ENHANCEINTELLIGENCE,IMPROVECOGNITIVEABILITY2,ENTERPRISEWEAKNESS1,THEMARKETSHAREINTHECOUNTRYISLOW,BUTINTHELOCALMARKETTOACHIEVEBREAKTHROUGHRESULTS,SUCHASFUJIANSALESAMOUNTEDTOTENSOFMILLIONS2,BRANDAWARENESSISNOTHIGH,CANONLYBEREGARDEDASDOMESTICLOCALBRANDS,SLIGHTLYFAMOUSINFUZHOUAREA3,THEPRODUCTREPUTATIONISLOW,LESSPRAISEONTHE“ONEWHEATMILK“NEWSANDCOMMENTSPOPULARITYISNOTHIGH,THEMINGDYNASTYBRANDISNOTWIDELYCIRCULATED,PUBLICPRAISEISNATURALLYINFERIORTOOTHERWELLKNOWNBRANDS4,ENTERPRISEINFLUENCEANDCOMPREHENSIVESTRENGTHCANNOTANDBIGBRANDENTERPRISECOLLISION,NOMATTERINANYFORMOFBRANDRANKINGLISTCANNOTFINDTHEWORD“MINGENTERPRISE“5,THEBRANDIMAGEOFTHEOLDIMAGE,LESSACTIVITY,FAILEDTOCOMPREHENSIVELYPROMOTECORPORATEIMAGE,HAVETHEFEELINGBEHINDCLOSEDDOORS6,ENTERPRISELOGOSIGNSOBSOLETE,MONOTONOUS,NOTLIVELY,NOSENSEOFBEAUTY,CANNOTGIVEAMOREIMPRESSIVEIMPRESSIONWECANNOTCOMPREHENSIVELYANDOBJECTIVELYREFLECTTHESPIRITOFENTERPRISEANDPRODUCTFEATURES7,ENTERPRISEBRANDADVERTISINGMETHODSARENOTRICHENOUGH,ADVERTISINGPRODUCTIONROUGH,TVADVERTISINGPICTUREISNOTEXQUISITE,FUZHOUCITYLESSSEETHEFIRSTENTERPRISEPRINTADVERTISEMENT8,THEMOSTSERIOUSINSEPTEMBER4TH,THESTATEADMINISTRATIONFORINDUSTRYANDCOMMERCEANNOUNCEDONTHECIRCULATIONOFDAIRYGOODSMONITORINGRESULTSOFTHESECONDQUARTEROFTHISYEAR,CHINAMINGFUZHOUWHOLEMILKDAIRYLIMITEDPRODUCTIONWASCLASSIFIEDASSUBSTANDARDPRODUCTSCORPORATEIMAGEHASBEENSERIOUSLYDAMAGED,ANDBRANDDAMAGECANNOTBEESTIMATEDITCANALSOBESEENTHATTHEPRODUCTIONMANAGEMENTISNOTSTRICTINMINGDYNASTYCONCLUSIONTHEDAIRYMARKETISHUGEANDHUGEPOTENTIALFORDEVELOPMENT,BUTTHEBRANDISNUMEROUS,DESPOTSEVERYWHERE,FOREIGNBRANDSOCCUPYTHEABSOLUTEADVANTAGE,THEREARETENDAIRYGIANTS,OCCUPIEDMOSTOFTHEMARKET,THESURVIVALOFSMALLANDMEDIUMENTERPRISESISVERYDIFFICULTSINCETHEFIRSTNATIONALFOODQUALITYANDSAFETYMARKETACCESSCERTIFICATIONIEQSCERTIFICATION,THEDEVELOPMENTOFFASTER,REGARDEDASARISINGSTAR,INTHEREGIONFUJIANSALESMADECONSIDERABLEACHIEVEMENTSBUTFUJIANANDOTHERREGIONSHAVENEVERBEENVALUEDBYBIGBRANDSONCETHEATTENTIONOFOTHERSTRONGBRANDSARISES,THEDEVELOPMENTOFMINGDYNASTYWILLBESERIOUSLYHAMPEREDINSEPTEMBER2006,THESTATEADMINISTRATIONFORINDUSTRYANDCOMMERCENOTIFIED10KINDSOFSUBSTANDARDDAIRYPRODUCTS,ASUBSIDIARYOFMINGMINGGROUPFUZHOUMILK“DAIRYLIMITEDPRODUCTIONLIST,BRANDDAMAGECANNOTBEESTIMATED,HASBROUGHTGREATSHADOWTOMINGGROUPSCORPORATEIMAGEGOODCORPORATEIMAGECANNOTONLYESTABLISHIMAGEANDTRUSTAMONGCONSUMERS,BUTALSOESTABLISHGOODCUSTOMERLOYALTYITISALSOHELPFULINTHEBUSINESSACTIVITIESOFSUPPLIERSANDDISTRIBUTORSBEHINDTHEROADANDRETAILERSATTHESAMETIME,AGOODCORPORATEIMAGECANATTRACTTALENTEDPEOPLEMODERNBUSINESSCOMPETITIONISTOALARGEEXTENTTHETALENTCOMPETITION,“GETTALENT,THEWORLD“,TOGETAPERSONNOTONLYMEANSTHATTHESTRENGTHOFTHEIROWNINCREASE,BUTALSOASTRONGOPPORTUNITYFORCOMPETITORSLOSSTHEREFORE,WEMUSTIMPROVEOURSELVES,IMPROVETHEBRANDIMAGE,IMPROVETHEREPUTATIONOFOURPRODUCTS,STRENGTHENTHEINFLUENCEOFMINGENTERPRISES,ANDMAKEPREPARATIONSFORENTERINGTHEWHOLECOUNTRYINTHECONSUMPTIONOFMILKPOWDER,MOSTOFTHECONSUMERSHAVETHEHABITOFCHANGINGBRANDSIRREGULARLY,ANDTHEYAREEASILYINFLUENCEDBYTHEOPINIONSOFRELATIVESANDFRIENDSANDMEDIASO,ASLONGASTHEMINGBRANDIMAGEPROMOTION,INCREASEBRANDPUBLICITY,INORDERTOELIMINATETHENEGATIVEIMPACTOFSUBSTANDARDMILKBRINGSTOENTERPRISES,IMPROVEPRODUCTREPUTATION,ENHANCEABRANDIMAGETOANEWLEVEL,INORDERTOGETMOREMARKETNOTINSILENCE,BUTINSILENCEBRANDIMAGEPROMOTIONFIRST,BRANDIMAGESTRATEGY1,GROUPPHILOSOPHYTECHNOLOGYASTHEGUIDE,QUALITY,ENTERPRISE,EFFICIENCYTOPROMOTEDEVELOPMENT2,BRANDCONCEPTPROFESSIONALINFANTNUTRITIONFOOD3,BRANDDEVELOPMENTESTABLISHBRAND,DOASTABLEPLACEBOSS,ENHANCEBRAND,DOWELLKNOWNCHINASINFANTNUTRITIONFOODBRANDEXTENDTHEBRAND,ANDSTRIVETOENTERCHINASTENMAJORBRANDSOFINFANTNUTRITIONFOOD4,BRANDIMAGEPROFESSIONAL,HEALTH,NUTRITIONTWO,BRANDADVERTISINGPLANNINGOUTLINE1,PRODUCTFUNCTIONALPOSITIONINGFULLACCESSTOBREASTMILK,BABYHEALTHYGROWTHALPHALACTALBUMINSERIESOFINFANTFORMULAALPHALACTALBUMIN,LACTOFERRIN,WHEYPROTEIN,DHA,AALOTUSESSENCEFIREUNIQUEFORMULAATTHESAMETIMEFORMULATOADDRICHINNATURALACTIVEGROWTHFACTORSANDIMMUNEFACTORSINCOLOSTRUM,CANMAINTAINBIOLOGICALACTIVITYAT50DEGC,FORPROTECTIONOFALPHALACTALBUMIN,COMPLETELYABSORBEDFROMTHEINTESTINE,FURTHERIMPROVETHEUTILIZATIONVALUEOFBOVINECOLOSTRUMALPHALACTALBUMINHAS5MAJORADVANTAGESSIMILARTOBREASTMILK1INCREASEAPPETITEAND2IMPROVESLEEPQUALITY3,IMPROVECOPINGSKILLS4,EFFECTIVELYRELIEVETENSION5,ENHANCEINTELLIGENCE,IMPROVECOGNITIVEABILITYTHISISANIMPORTANTBASISFORPRODUCTPOSITIONING,ISTHEFIRSTPRODUCTDIFFERENTIATIONOFOTHERINFANTMILKPOWDERCOLUMNPOINTMILKPOWDER,ITSMOSTPRIMITIVEFUNCTIONISTOREPLACEBREASTMILK,SOTHATINFANTSANDYOUNGCHILDRENGROWUPHEALTHILYWITH“ALPHAALPHALACTALBUMINMILKPOWDER“FULLYAPPROACHINGTHECHARACTERISTICSOFBREASTMILK,ADAPTTOCONSUMERPSYCHOLOGY,SOTHATCONSUMERSBELIEVEANDACCEPT2,CONSUMERPOSITIONINGTOAGEBETWEEN2535YEARSOLDPARENTS,MAINLYTOYOUNGMOTHERSASTHEMAINBREAKTHROUGHTHEMAJORITYOFCHINESEPEOPLEHAVECHILDRENBETWEEN25AND35YEARSOFAGE,ANDFAMILIESWHOOWNTHECHILDRENBUYTHEBRANDSOFMILKPOWDER,MOSTOFWHICHAREDECIDEDBYYOUNGMOTHERSMILKPOWDERISTHEMAINNUTRIENTSUBSTITUTEFORBREASTMILK,THEREFORE,YOUNGMOTHERSINTHECHOICEOFMILKPOWDER,MILKFIRSTNUTRITION,CLOSETOBREASTMILK,SOTHATTHEBABYHEALTHYGROWTH,ANDSECONDLY,ISTOLETTHEBABYSMART3,ADVERTISINGSTRATEGYRATIONALAPPEALMAINLY,BASEDONEMOTIONALAPPEAL4,ADVERTISINGCOPYPRODUCTIONMINGTVADVERTISINGCREATIVE1ADVERTISINGAPPEALSYOUNGMOTHERADVERTISINGAPPEALSPOINTCLOSETOBREASTMILK,BABYHEALTHYGROWTHAPPEALSUPPORTPOINTTHEFIRSTBABYMILKPOWDERADOPTSTHEFORMULATHATCONTAINSALPHALACTALBUMINNEARTOBREASTMILK,SOTHATCHILDRENCANGROWHEALTHIERADVERTISINGPERFORMANCESTRATEGYFAMOUSATTHEBEIJINGOLYMPICS,TAKETHESPORTSROUTESLOGAN“MINGANINFANTMILKPOWDER“,FULLYCLOSETOBREASTMILK,SOTHATTHEBABYHEALTHYGROWTHADVERTISINGCREATIVECONTENTTHEFRAGMENTSOFLIFEANDHOTEVENTSCOMBINATIONALOVELYHEALTHYANDACTIVEBABYSEETVSPORTSCHANNELANATHLETEINTHEBARACROSSALLTOWARDTHEENDPOINTAFTERLIUXIANG,HEWILLWINTHEHURDLETHREEOUTOFALACTALBUMININFANTMILKPOWDERTANKINAROWTHESYMBOLOFANINFANTMILKPOWDERTHREESTAGES,JUSTIMITATETHEHURDLERHURDLE,THELASTSTEPINTOTHEEXCITING2008BEIJINGOLYMPICGAMESVOICEOVERINTRODUCESTHECHARACTERISTICSOFANALPHALACTALBUMININFANTMILKPOWDER,ANDFINALLYTHESLOGANOFTHEADVERTISEMENT“FIRSTBABYMILKPOWDER“,FULLYCLOSETOBREASTMILK,SOTHATTHEBABYHEALTHYGROWTHCREATIVEDESCRIPTION2008BEIJINGOLYMPICGAMESISTHEMOSTIMPORTANTOFTHESEYEARSCHINESETHEHEARTSOFTHEPEOPLEMOSTCONCERNEDABOUTONEOFTHETHINGSISAWHOLENATIONOFTHINGSWITHABEAMWITHJOYASCHEERFULASALARK,2008OLYMPICGAMESADVERTISINGTHEME,TOATTRACTPEOPLESATTENTIONLIUXIANGWASTHEWINNEROFTHEHURDLESATTHEATHENSOLYMPICSIN2004HEBECAMEFAMOUSHEWASCALLED“THEPRIDEOFTHENATION“HEEVENWONTHENATIONALDIGNITYFORUSINTHETRACKANDFIELDMENTIONHURDLES,PEOPLEWILLASSOCIATEWITHLIUXIANG,VISIBILITYISVERYHIGH,WILLLIUXIANGHURDLESASANINVISIBLESTAROFADVERTISING,ADVERTISINGCANMAKEGREATSTARINFLUENCE,ENHANCETHEVISIBILITYOFMINGMINGTVADVERTISINGCREATIVE2ADVERTISINGAPPEALSYOUNGPARENTSADVERTISINGAPPEALSPOINTCLOSETOBREASTMILK,BABYHEALTHYGROWTHAPPEALSUPPORTPOINTTHEFIRSTBABYMILKPOWDERADOPTSTHEFORMULATHATCONTAINSALPHALACTALBUMINNEARTOBREASTMILK,SOTHATCHILDRENCANGROWHEALTHIERADVERTISINGPERFORMANCESTRATEGYBORROWSTARFAMOUS,TAKETHEFAMILYLINESLOGAN“MINGANINFANTMILKPOWDER“,FULLYCLOSETOBREASTMILK,SOTHATTHEBABYHEALTHYGROWTHABEAUTIFULTOMORROWMUSTBELONGTOYOU“ADVERTISINGCREATIVECONTENTTHEFRAGMENTSOFLIFEANDCELEBRITYRECOMMENDEDCOMBINATIONPUCUNXINDADTOOKTHEBABYSHAND,PRACTICETHEBABYWALK,WHILEPUCUNXINLETTHEBABYSHAND,BACKTWOORTHREEMETERS,WITHBOTHHANDS,SMILINGNERVOUSLYCALLEDBABYCOMEOVER,BABYSTANDING,APAIROFBRIGHTEYESLOOKATPUCUNXIN,ANDLOOKEDATTHEFLOOR,HESITATEDFORAFEWSECONDSLATER,THEBABYMADEHISFIRSTSTEPS,STAGGEREDTOWARDPUCUNXIN,WALKEDABOUTTWOMETERSAWAY,WHENTOFALL,PUCUNXINWILLHOLDTHEBABYVOICEOVERDESCRIBESCHARACTERISTICSOFTHEALPHALACTALBUMINOFINFANTMILKPOWDER,THELASTSHOTOFPUCUNXINHOLDINGTHEBABYONTHEBALCONYOVERLOOKINGTHEBEAUTY,SAIDSOFTLY“FATHEROFTHEBABYISFULLOFBEAUTIFULTOMORROWWILLBELONGTOYOU“CONCLUSIONTHEFIRSTBABYMILKPOWDER,FULLYCLOSETOBREASTMILK,SOTHATTHEBABYHEALTHYGROWTHCREATIVEDESCRIPTIONBABYSFIRSTTEETHAPPEAR,THEFIRSTTIMETOWALK,SPEAKFORTHEFIRSTTIME,PARENTSREMEMBERMEMORIES,WHETHERITSTHEPARENTSWHOARERAISINGTHEBABY,ORTHECHILDSPARENTS,THEYHAVEASPECIALFEELINGWHENTHEYTALKABOUTTHEIRFIRSTCHILDTAKINGTHEBABYSFIRSTWALKASTHETHEMEOFADVERTISINGCANCAUSEEMOTIONALRESONANCEAMONGPARENTSPUCUNXINISAMIDDLEAGEDCHINESETVSTARHISTVPLAYSARELOVEDBYALLHEISASUCCESSFULANDENVIABLESUCCESSMANINHISENDORSEMENTOFCRESTTOOTHPASTEAD,FATHERIMAGEISVERYFULL,BUTHEDIDNOTSPEAKBEFOREMILKADVERTISING,SOTHEMINGPUCUNXINENDORSEMENTOFINFANTFORMULAADVERTISING,WILLGREATLYENHANCETHEVISIBILITYANDREPUTATIONOFINFANTMILKPOWDERTHREE,ENHANCEBRANDIMAGEACTIVITIES1,MINGANDLOGOSIGNSCOLLECTIONACTIVITIESTOPICFIVEHUNDREDTHOUSANDYUANCOLLECTIONOFNEWLOGOBACKGROUNDTHEBRANDIMAGEISBASEDONENTERPRISELOGO,LOGOQUALITYLEVELOFAMODERNENTERPRISELARGELYDETERMINEHISSUCCESSORFAILURECOMPAREDWITHTHESAMEINDUSTRY,LOGOMINGNOWUSETHEOLD,NOBEAUTY,IMPRESSIVE,OUTOFANEEDTOBEABLETOFULLYREPRESENTTHEIROWNMARKLOGOMODEASPECIALPRESSCONFERENCEISHELD,WITHAVARIETYOFMEDIATELEVISION,NEWSPAPERS,NETWORKS