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NetEase youdao : brand extension and choosing marketing communication strategies / Chunling Yu, Chuanjiang Mao, Fei Meng, Shanshan Cao, Chenbo Bao, and Jingcheng (Tony) He.
- Format:
- Book
- Author/Creator:
- Yu, Chunling, active 2024, author.
- Mao, Chuanjiang, author.
- Meng, Fei, active 2024, author.
- Cao, Shanshan, active 2024, author.
- Bao, Chenbo, author.
- He, Jingcheng (Tony), author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Business planning--Case studies.
- Business planning.
- Encyclopedias and dictionaries, Chinese--Case studies.
- Encyclopedias and dictionaries, Chinese.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : Tsinghua University School of Economics and Management, 2024.
- Summary:
- In 2007, NetEase Youdao (Youdao) launched Youdao Dictionary and quickly became a market leader. Apart from consolidating its leading position in the dictionary app market, Youdao tapped into online education in the hope that it may become a new profit engine for the company. The implementation of efficient marketing communication strategies played a vital role in Youdao's previous development. This time, Youdao needed to solve the following challenges: How should Youdao project a new and inclusive brand image that could facilitate the transformation from a translation app to an online learning platform? What could be done to improve the efficiency of its future marketing campaigns?
- Notes:
- Description based on XML content.
- ISBN:
- 979-83-488-3353-4
- OCLC:
- 1569208958
- Publisher Number:
- T299234
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