Integrated Marketing Communication Theory And Its Applications

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 fierce and the traditional marketing methods 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). The key point is that enterprises identify and set up their marketing strategy by effective communication with the customers; and assort with different communication methods, exert the advantages of different communication methods, so as to make that the communication more effectively.The concept of IMC is not strange in China, Kelon group is the first user of IMC . Other famous enterprises in China, such as Hair, Chunlan etc. also used this method. In short, the core theory of IMC is building the customer data-base, developing the relationship with customer mutually and dialogically, looking the customer as long term business partner in life. Meanwhile, the application of new scientific means improved powerly the development of IMC. I think it is also the developing trend in China.This theory is local 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 and prospects the developing rientation of IMC in China.Firstly, contact closely with the new study result of IMC in China and abroad , the thesis sums up the fundamental of the theory, which includes its concepts, its history, its stages and its modes. And definitudes the concept of IMC on the basis of formerly study, the article puts forward four qualifications of IMC, which are brand positioning, application of database, centralized communication system and marketing managers with core competence.Secondly,fully demonstrate the applicability of IMC in China market. In whole , the IMC is applicable in China but not for every Chinese enterprise. Now in china, the relationship between IMC and the traditional marketing methods is not the replacement but improvement and development. The traditional marketing methods is still suitable and referenced for some Chinese enterprise .We couldn't part the IMC and the traditional marketing methods, because the former is innovating and developing of the latter. So according to the present practical situation of Chinese enterprise, combining the two communication theories to supervise the practical marketing of enterprise is more effectively.Thirdly, analyses a case in which a Chinese enterprise succeeds in practicing IMC-- Shelly industrial automation engineering LTD.TianJin. Through the case , clarifies the scientism and the maneuverability of IMC and its applicability in China. Meanwhile, give some reference to Chinese enterprises which are that ready for IMC.Lastly, analyses the problems that most enterprises will encounter while applying IMC , discusses how to effectively exert the effect of IMC in Chinese enterprise, and gives a deep look at its application in China. IMC will be the mainpower of future enterprise, do great help to enterprise development .IMC will be looked as a kind of assets in future enterprise. It is also a kind of edge tool to improve the enterprise competition Enterprise's IMC supervisor can realize the live and development of enterprise only by high effective communication channel and environment.The thesis expects to give some reference to Chinese enterprises so that they can apply IMC successfully.