Owners Of Abc Company Marketing Strategy

The rise of integrated marketing is the inevitable outcome of the marketing theory and practical development, the Integrated Marketing is a systematic method of marketing, with its guiding philosophy, analytical methods, ways of thinking and methods of operation, the details of the general marketing of specific, Personalized, a challenge marketing tool environment, the various functions of marketing coordination and integration. Integrated Marketing is the basic idea is that a customer center to provide products or services, as well as product or service providers to bring multivariate economic benefit.Integrated Marketing is that putting the conception of Integration into the idea of marketing management decision-making, is that the marketing theory and methods , which from customer's demand, by various marketing tools and the means of systematic integration, make corresponding adjustments according to the uncertain environment in order to make the two sides achieve added --value during the interactive exchanging process ,so the fundamental starting point and destination are to meet the needs of customers. Since the 1990s last century, customer's demand turned to be complicated, individuality, and emotional, only relying on the quality of products, format specifications, or a single service or several factors, the company can not meet customer's demand. And the Customers in exchange for the value of a comprehensive realization now rather than for a single value in the past, Therefore the businesses must use the conception of integration in the process of marketing so as to make the company establish a unique integrated value—competition which can make customer get in exchanging " a kind of comprehensive satisfaction ".For example, in ABC Card Company, combine the invisible services and its core products, and define the owner of the card as a carrier and the banks as a terrace, rely on the integration of all types of businesses, eventually bring such services products to the target customer groups. But owning to lack of the abilities to make use of its resource, and insufficient understanding of the market and not launch a sustained competitive product, the ABC Company is in trouble. Then the ABC company created a very good platform for the integration of marketing, focusing on the integration of the target market for related services and products, But there are lots of defects, and lacking the deep understanding of the entire Integrated Marketing system and just only trying to complex the combination of the external services and products while neglecting to build up their core competitiveness. So companies need to integrate various resources, services and products and promote it according to the characteristic of the products.The study, Based on analysis of ABC Company, utilizing integrated marketing thinking, facing the existence of various aspects of the ABC company industry environment, analyze the ABC Company's external competitive environment and internal environment. We will make the core products into target market segmentation by the relative Strategies and, different combinations of services and products in accordance with the target marketing .meanwhile ,by the SWOT analysis ,make full use of the owners card product platform, to Integrate the various products and service resource and make the strengths use fully, then from the product strategy, pricing strategy, marketing strategy and channel strategy that the core card offers ,we suggest that the present company should take the integrated marketing strategy and specific marketing measures.The full text is divided into three parts:The first part of this paper is a brief introduction of the background of the study. The content of the first chapter is that the selection of background and the significance of research methods and ideas. Chapter II is a brief introduction of the ABC Company, including the company's history, organizational structure, operation and the simple analysis of the existing problemsThe second part of the paper is the environmental analysis including the third chapter of the Integrated Marketing Theory review and the fourth chapter using some methods such as SWOT model, five forces tools model to analyze the industry background and the internal environmentThe third component is the use of integrated marketing theory to ABC Company for analysis and solution. Including the fifth chapter of cards target market research and positioning; and the sixth chapter of the specific integrated marketing that the ABC Company has taken. Including the corn card product strategy, channel strategy, pricing strategies and marketing strategies, specific marketing initiatives highlights the practicality and workability.ABC companies, as a start, to set foot in emerging sectors, in the course of the development, it will inevitably encounter some difficulties in practice. The paper, Based on the ABC Company for the analysis, aiming at solving the practical problems, using relative integrated marketing theory, put forward the solutions. And hopes the solutions could help the ABC Company operate smoothly.