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1、DATONGUNIVERSITYNAMEOFSTUDENT刘芸LiuYunSTUDENTNUMBER080502921218WRITINGTUTOR潘丽霞PanLixiaPROGRAMME市场营销InternationalMarketingMODULETITLEAssignmentTITLEOFREPORTAmway'sBrandMarketingDECLARATIONThisassignmentismyownwork.Ihaveshownmyideasclearlybyusingwordsfrombook
2、sandwebsites.Ihavegivenbibliographyandwebreferencesforanyquotationsormaterialsthatcomefromtheworkofothers.IhaveshownifIhaveworkedwithsomeoneelse.SIGNEDDATE(Student)刘芸LiuYunThursday,December23,2010------------------------------------------------------------
3、---------------------------------------------------------------------ASSIGNMENTRECEIPTNAMEOFSTUDENTLiuYunSTUDENTNUMBER080502921218PROGRAMMEInternationalMarketingMODULETITLEAssignmentWRITINGTUTORPanLixiaDATEThursday,December23,20104Amway'sBrandMarketingAmwa
4、y’snewbrandlaunchesearlyin2010. Thelogo’sfourdifferentcoloredripplesrepresentthefourdifferentmeanings whicharecareer,life,beautyandhealth.TheyreflectAmway’smodest,confident,dynamic,andthetemperamentofenhancing.AndithasabetterperformanceofAmway’sfourconnota
5、tions:businessopportunity,multi-product,therelationshipbetweenmarketersandconsumers,tobeacitizenofcorporationsandtocontributetothecommunity.First:Amway'smicro-environmentIn1959,RichDemosandJayVanAdelsetupAmwayinabasementinAdamMichigan.Nowithas38.7billionU.
6、S.dollarsoffixedassets.In1992,AmwaycameintoChina.TheturnoverofAmway(China)reachedto17.0billionRMB,rankingfirstindozenofyearsinCosmeticindustry.Inthewell-knownfinancialmagazine"Forbes"(2003),Amwayranked25thinthelargest500privatecompaniesintheUnitedStates.In
7、January,2003,Amwayranked104intheUnitedStatesquarterlymagazine"FamilyBusiness"inGlobalTop200.Therapidriseinsalescanbeseenfromthefollowingchart:4Unit:billionForthisachievement,Amwaymusthaveitsmarketingapproach.ThefollowingistotakeNutritiveasanexampleofanalyz
8、ingitsmarketinginChina:Second:Amway’sbrandstrategy:Amway(China)becomethemostimportantmarketintheworld.MaintainingbrandAdvantagesandstrengtheningthebrandwouldbeAmway’sbrand'slong-termstrategy.InJanuary,2010,al
