Customer Relationship-based Integrated Marketing Communication Strategy

With the development of economy and the changeable market environment, the theory and practice of marketing management change quickly. During the continuous renewing of marketing management theories, integrated marketing communications as a new concept or theory system has been put forward and developed rapidly. It begins with customer relationship and focuses on the stakeholders. With the strategic integration of marketing communications, integrated marketing communications can achieve the goals of customer-oriented marketing management.This thesis studies on the integrated marketing communications tactics during the stage of relationship development and relationship maintenance from relationship perspective. This thesis begins with studying the nature of relationship, and analyzes the customer behaviors and the effects that marketing communication affects the customer behaviors. It focus on using of the integrated marketing communication tactics on the stage of relationship development or relationship maintenance with emphasis, and designs the IMC tactics during different stages, and also studies the implement effects and the evaluation system of integrated marketing communications. Lastly, combined with my practice, a case about an application of IMC tactic is introduced.