Integrated Marketing Communications Theory And Its Application In China

In the modern society, as the technology level upgrades continuously and different enterprises copy the same marketing methods frequently, the competition in the market is getting more and more violent and the traditional marketing modes don't fit the increased global competition any longer. As a result enterprises are in urgent need of new marketing methods that can help them run out of hot water. Therefore, some scholars in western countries have come up with a new theory called Integrated Marketing Communication (IMC for short).This theory is really new to domestic enterprises and few of them could carry it out successfully. In order to make it understood and applied by more enterprises, the thesis tries to give a thorough study on IMC. Firstly, the thesis sums up the fundamental of the theory, which includes its concepts, its history, its stages and its modes. Secondly, the article puts forward four qualifications of IMC, which are brand positioning, application of database, centralized communication system and marketing managers with core competence. Thirdly, the thesis clarifies its applicability in China. After analyzing its importance to China, the article discusses the dialectic relationship between IMC and traditional marketing. Lastly, the article gives a deep look at its application in China. The thesis studies a case in which a Chinese enterprise succeeds in practising IMC, then analyses the problems that most enterprises will encounter while applying IMC and points out its prospect in China. On the basis of all the above, the thesis expects to give some reference to Chinese enterprises so that they can apply IMC successfully.