A Study On The IM-based Brand Building Of R Company

With the development of Chinese economy and software industry, demand ofeducation market of IT increase swiftly. Being faced with a prosperous future andencouraged by government policies, so many education companies appeared in thepast few years. But some weaknesses, including the absence of supervisal and the lackof brand owned by enterprises themselves, impede the efficiency of competitions andthe development of the business.Brand construction is the key factor to retain predominance in competition for acompany. Using methods of Integrated marketing communication, this dissertationdiscusses the present situations and problems, put forward essential measures andsuggestions for R Company's brand strategy, further more, the standardization projectof Company R and a case of integrated marketing communication of R brand aregiven to illustrate our discussion.With the introduction of the basic situation and domestic IT training market ofCompany R, the first chapter of the dissertation points out the significance andpredominance of integrated marketing to the brand construction of this company.Based on the discussion about each theory and the relationship among brand,franchise, and integrated marketing, in the second chapter, the integrated-marketingbrand strategy and its implementation methods are brought forward. With theanalysis of some problems existed in the brand management of Company R, the thirdchapter offers the strategies and implementation proposals for the brand constructionof this company according to the thought way mentioned in the previous chapter. Inthe fourth chapter, special cases are given to demonstrate the present/expectantstandardization projects and the brand integrated marketing communication ofCompany R, as the extensions of foregoing theory research and countermeasureanalysis.