The Study Of China Oil And Foodstuffs Limited Corporation Integrated Marketing Communication

Integrated Marketing Communication was born in America in the late1980s. The idea changes thetraditional advertising philosophy and marketing theory dramatically. During the late1990s, IntegratedMarketing Communication was introduced in China from America. It was accepted generally in China.Nowadays, the theory and practices of Integrated Marketing Communication have been developed in Chinafor more than ten years. During this period, the academic community and the business circles researchedIntegrated Marketing Communication all the time. They have made some achievements. However, it ishard for them to achieve remarkable research results in a short time, because there are distinct differencesabout the market environment and the media environment between America and China. In one word, thestudy of Integrated Marketing Communication in China is still in the initial stage and there is norepresentative case.During the period from2005to2010, China Oil and Foodstuffs Limited Corporation which is shortfor COFCO have taken a large-scale reform. The most scholars studied the whole industry chain strategy ofCOFCO from the perspective of Economics in six years. However, the author found the whole industrychain strategy could not stand for the whole reform process after the SWOT analysis. Therefore, it isnecessary for the scholars to ponder over it from the extensive subjects.COFCO established in the early period of the People’s Republic of China. As a large-scalestate-owned enterprise, COFCO not only have acted as the leader of China food industry for60years, butalso have won the honor of Fortune Global500companies for18years. From the author’s point of view, itowned both China character and international reputation. As a result, the author decided to select COFCOas the study object.The article has been divided into three parts. Firstly, the author analyzed the necessity and inevitabilityof reform which was took by COFCO from2005to2010. Secondly, the author recompiled the process ofreform according to Integrated Marketing Communication. In addition, the author summarized fourcharacteristics regarding to the implementation method of Integrated Marketing Communication byCOFCO. Thirdly, there are two figures for China Oil and Foodstuffs Limited Corporation. One is the modern enterprise, the other is the large-scale state-owned enterprise. The author drew differentconclusions from the distinct figure. In a word, the author wishes the paper not only can offer a new pointfor the reform of COFCO, but also can provide a valuable case for the Integrated MarketingCommunication localization study.