The Study Of Marketing Program About Smart Home For EJ Company

Integrated Marketing Communications (IMC for short) was based on 4Cs Marketing Theory and emphasizes that every marketing activity would be harmony and supportive for each other. Since it was established, IMC had great impact on Brand-building, Marketing, Advertising and so on. Many great persons in Marketing or Advertising field had devoted their wonderful ideas to make IMC more and more scientific, systematized and practical. IMC required three basic view of point: first, integrated ideology; second, always think from the customer side; third, brand-first is the ultimate object of all maketing activities. Now it had become a very useful tool for building strong brand for any company. In practice, it always consists of two parts: one is traditional 4Ps which focus on sale; the other is IMC which focus on brand building and communicating. It could be predicted that IMC would play a more and more important role in economy, society and people's live.Smart Home industry is a new developed industy in recent years. Compared with the traditional housewares and furnitures, Smart Home products can provide a more security, comfortable and graceful living environment, which bring this new industry broad market space and splendid future. EJ company is a forerunner of Smart Home in China. Though it has some advantage in technology and marketing aspect, its products still weren't accpected by the public. The weakness in promotion and brand-building contributed to the problem. Therefore building strong brand has become an emergent requirement for EJ company, especially, in the situation that the competition in Chinese Smart Home market became more and more fierce. In addition, brand-building also is a way to EJ's long-time surviving and developing.In this article, EJ company has been suggested a three-step development strategy which take focusing on some essencial city as the first step, extending in certain territory as the second step and expanding in the whole country as the last step. This strategy is based on the research result about EJ company's present marketing environment, and it also takes the Smart Home products'feature into account, for example, at present such products are looked as vogues. And then, this article takes Xiamen city for example, and makes marketing planning and communication planning for EJ company in Xiamen market. In the last part of this article, a concrete IMC planning is designed for Xiament marketing practice. The planning consists of six communication tools, including Advertising, Event, Public Relationship, Sales promotion, Experiential Marketing and Customers Interface. All these six tools are combined together, support each other and contribute to brand-building for EJ company. It's certain that the IMC planning for Xiamen market will guarantee high popularity, loyality and good satisfaction to cumtomers and help EJ company obtain long-term competition advantage.