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对于欧洲分公司来说，主要是来帮助其它公司开发和协助实施现有的营销活动，以适应目标市场文化的合作伙伴。亚洲分公司的任务则不仅是帮助客户建立持久的合作关系关系，也需要维护目标市场中的供应商,当地员工和其他利益相关者的利益。 For European organizations, it is the partner to develop and assist with adapting existing marketing campaigns to fit the local culture in the target market. Xicero Asia helps clients to establish long lasting relationships in their target markets with not only customers but also suppliers, local employees and other stakeholders. 亚洲分公司成立2010年的11月。它的目标是要成为荷兰和其他欧洲国家的营销媒体机构在拓展亚洲业务时的首选合作对象。 Asia department started in November 2010. It vision is to to be the marketing communication agency of choice for Asian companies wishing to establish themselves in Holland and the rest of Europe. 公司的顾客包括：英国康力斯集团,代尔夫特三角洲研究中心,荷兰BAM皇家集团,雅马哈 The company has worked with: Corus, Deltares, BAM, NOS, Vitae, ANWB, JTB, Yamaha. This paper developed intergraded marketing communication strategy for Xicero Asia to promote cross-cultural marketing services as its unique selling point in Zhejiang province, China. It provided Xicero Asia the insights of cross-cultural communication differences between the Netherlands and China; trends and the development of cross-cultural marketing services in China in order to prepare Xicero Asia to be able to face the cross-cultural communication challenges in China. Secondly, Xicero Asia may learn the marketing communications differences between China and Europe based on the possible ways of promoting its cross-cultural marketing services in Zhejiang, China. The objectives of this research are: Firstly, to evaluate to evaluate the trends and developments of cross-cultural marketing services communication in China. Secondly, to identify the current situation for Xicero Asia providing cross-cultural marketing services in China. The third, to develop a marketing communication strategy of how the Xicero Asia can promote cross-cultural marketing services in Zhejiang province, China. This research report answered question of how can Xicero Asia do to promote its cross-cultural marketing service as a USP in Zhejiang province, China? Each chapter enclosed one central question. There are Chapter 1 Company profile and its identity; Chapter 2 C.C.Communication and, in this part mainly about Cross-cultural communication differences between NL and China and trends in cross-cultural marketing services in China; in Chapter 4 will be Situation analysis, it will contented.#p#分页标题#e# Interview results, survey data will be presented by using graphs, tables, etc where appropriate; in Chapter 5 and Chapter 6 will be Discussion and Conclusion parts of the research, basically including interpret and discuss the results, Return to the research questions and suggest whether they've been answered or "solved"; and the final part will be theories and recommendations, in this part the communication theories will lead to the final recommendations in order to solve the communication problem of IFAW. Xicero Communications Started in the early 1990s the company has grown slowly towards the current team with an enthusiastic team of more than 15 marketing and communication professionals is working for domestic clients in the West and North West region of Holland and several company HQ's with a focus on Europe. Xicero Communications creates and realizes remarkable communication strategies for both regional and (inter)national companies in the B-2-B and B-2-C market. Xicero creative marketing and communications agency was founded in early 1994. It headquartered in north Amsterdam, Castricum. In the past 16 years, they have been striving to innovation in steady growth with an enthusiastic team of more than 15 marketing and communication professionals. The basic value of Xicero is “a down to earth approach combined with an innovative marketing and communication concept in the most cost effective way.” (About Xicero) Because of the long history of Xicero creative marketing and communication agency, it has gained certain brand awareness among Dutch public, and market share in the Netherlands. Xicero Communications clients range from local small businesses and retailers to national and international corporate clients in both Business to Business and Business to Consumer markets. http://www.ukassignment.org/uklunwen/ They work for domestic clients in the West and North West region of Holland and several company HQ's with a focus on Europe. |
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