Mengniu "super Girls" Integrated Marketing Communications Strategy

In recent years, specialists in marketing field are giving much attention in Integrated Marketing Communications (IMC). But, there are seldom applications and research in our enterprises. And, most of the discussions are all concentrated in the theories and the concept of IMC, while, lake of the practices.In 2005, the great success of alliance between Mengniu Group and"Super Girl"are so outstanding that the sponsor, Mengniu Group, has earned highly benefits. Also, the interrelated partners, such as TV stations, telecom companies and network enterprises are all got enough satisfactions. The case of"Mengniu Super Girl"is now to be considered as the classical model in our IMC field.The thesis focused on the practical analysis to investigate this issue. Via the IMC case of the"Mengniu Super Girl", we studied the attempts of IMC applications in China. Fortunately, we have drawn some useful conclusions, by summarizing the experiences of these IMC practices.Because the show of"Super Girl"was proceeded as usual, up to now, the"2006 Super Girl"was finished already. It was said that the"2007 Super Girl"was likely to be ceased. That was to say, this thesis was staved off inevitably. I hope that the thesis can draw inferences about other cases from one instance. And, it can provide a useful angle of view and thinking mode for such IMC practices between companies and kind of"show act".Hoping your mentors to helping me amend and correct this thesis.