文章基本信息

标题：PROTECTING CHILDREN INTERESTS, MARKETING 4P STRATEGY OF MILK PRODUCTS FOR CHILDREN IN VIETNAM CASE OF VINAMILK - AND RELEVANT ISSUES TO DISCUSS ABOUT ITS BUSINESS SUSTAINABILITY
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作者：Dinh Tran Ngoc Huy ; Vu Viet Tien ; Ta Van Thanh 等
期刊名称：International Journal of Early Childhood Special Education
电子版ISSN：1308-5581
出版年度：2022
卷号：14
期号：2
页码：4154-4163
DOI：10.9756/INT-JECSE/V14I2.452
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：During the Covid 19 Pandemic, Realizing that the ability to reach consumers with online videos is very high, this brand has built a strategy to increase interaction and brand awareness for Vietnamese women, especially mothers. Protecting consumers as children with milk products is among concerns of scientists and public in recent years. When it comes to watching videos online, Vietnamese mothers are very interested in family content, including cartoons and videos related to healthy food and drinks that are good for themselves and their families. This has given Vinamilk an opportunity to build their content marketing (content marketing) strategy with their video format around the content that their customers care about, esp. In the segment of milk products for children. Last but not least, By using qualitative and quantitative models, we see that with multi macroeconomic variables: there is positive correlation between VNM net profit and cot, while negative relationship with R, CPI. This result gives us implications for economic policy.
关键词：marketing 4P;risk management;Vinamilk;milk products;children interests protection