To Research The Operation Model Of Integrated Marketing Communications Of "Swellfun" Alcohol

With China's reform and open since the 1980's,a great deal of various popular theories of management and marketing has accelerative come into China. Among these theories a focus issue on the field of marketing is "Integrated Marketing Communications, IMC" by professor Don E. Shultz. The theory and method of IMC came into China in the mid and late 1990's and it is being introduced and popularized. The systematic study of IMC in China is not thorough enough and the application of this theory by Chinese corporations lacks so as it is very much less that people carry out research to combine the theory of IMC with the applying practice of IMC.Basing on the theory framework and method of IMC, this thesis aims to take the combining method of normative analysis and positive analysis to select the analyzing orientation and researching model. At the same time, through analyzing the examples of IMC of "Swellfun" alcohol by SICHUAN QUANXING CO., LTD, the thesis investigates into the practical applying attempt of the idea and method of IMC in Chinese corporations, sums up some experiences in practical process of IMC, and made some useful apocalypses. Finally, the thesis discusses in culture background and market environment of developing countries how to efficiently apply the marketing theory and method like IMC that are abroad adopted in developed countries.