Research On Integrated Marketing Communication Of Internet Advertising Service Of CNC Shandong Branch

Being an emerging media show form, Internet advertising is an important part of modern marketing media strategy implementation. As is shown in "China Internet Advertisement Market Research 2008", the market size is as much as￥7.68 billion, and will increase to￥12.17 billion, due to the coming Olympic Games and the increased attention on Internet Marketing from traditional industry advertisers.China Netcom (Group) Corporation Ltd. Shandong Branch (hereinafter called SDCNC), which is now in the fixed network operator to broadband communications and multimedia service provider transition period, is paying more attention to Internet content application. Being one of the focuses of SDCNC Internet Value-added Services, Internet advertising has great potential for development.This paper analyzed the status quo and the competitive environment of SDCNC's Internet advertising service by means of theoretical research, case studies, empirical analysis and comparative analysis. Guided by the Integrated Marketing Communication Theory, the author finished targeting market selection and positioning, simultaneously, achieved the design of the Integrated Marketing Communication Strategy for SDCNC's Internet advertising and figured out that the best ways to expand sales were enhancing brand value, reasonable pricing of the products, effective combination of products, as well as establishing and improving sales channels.This paper contains 7 parts. The first chapter gives a brief introduction to the status quo of SDCNC's Internet advertising, and also the research meaning and background. In Chapter2, the author expatiates the Integrated Marketing Communication. And in the third part, the status quo of SDCNC's Internet advertising service is analyzed in detail, and shows the existing problems. SWOT analysis is given in Chapter4 and after that, targeting market selection; positioning and design of the integrated Marketing Communication Strategy are listed in the fifth part. In Chapter6, some security measures are recommended from the aspects of Optimization of the organizational structure and rational allocation of human resources, and strengthening of support information. A conclusion and a research expectation are given in the last chapter.Some points in this thesis are brand new: Internet advertising service as an emerging Internet value-added service is significant to corporations undergoing a transition period, and at the same time, SDCNC has no similar research ever. Guided by Integrated Marketing Communication Theory, focusing on enterprise strategy applications, analyzing based on actual situation, this paper has certain lessons to theoretical and practical guidance.