The Application And Strategies Of Integrated Marketing In AAA Maritime Co., Ltd.

With the development of economy in China, the shipping enterprise confront with the emerging opportunities and challenges. As the market and consumers grow up, the shipping enterprise agents ate also becoming more rational and have already realized the importance of marketing. The shipping enterprise must shift the traditional marketing mode to the new one. They have to apply new marketing theory to the development and marketing of the shipping enterprise according to different situation of individual corporations. They also plan and implement new scientific marketing strategy, and therefore maximize the profit.As China's reform and open, a great deal of various popular theories of management and marketing has come into China. In the 1990's the theory of integrated marketing communication, which was created by Professor Ton. E. S. (a famous American Economist) in his book named《Integrated Marketing Communications (IMC)》, became popular in China and is extensively used in the filed of marketing. As the market economy prospers, the new marketing content has been enlarged.This paper studies the Integrated Marketing concepts, Integrated Marketing theory, its influence, characteristics. Then analyzes the problems in the marketing of AAA MARITIME CO., LTD. And makes a conclusion that it is necessary to use IMC in AAA MARITIME CO., LTD. At last it gives us the detailed measures of how to use IMC in AAA MARITIME CO., LTD. Under the use of IMC, AAA MARITIME CO., LTD. should be driven by the consumer need, but not the industrial products. AAA MARITIME CO., LTD. should build up good enterprise brand and social image. The goal is to benefit the society, consumers, and the enterprises as a whole.