Integrated Marketing Communication Program And Implementation Of Lanzhou University Press

In the21st century, marketing communication has changed a lot, as the traditional marketing communication theory becoming outdated and integrated marketing communication being a new trend. This paper which adopted the methods of documentary research and case study, and applied the theories of marketing, book sales promotion, and integrated marketing communication, has done a case research about Lanzhou University Press’integrated marketing communication.This article has been divided into five parts. The first part has outlined the development process of publication marketing concept and the age backgrounds of the University Presses’ reform. The second part has expounded the theories of marketing, book sales promotion, and integrated marketing communication. The third part has pointed out the problems of marketing communication based on the analysis of Lanzhou University Press’current marketing and communication situation. According to those problems, the fourth part has given an integrated marketing communication program of Lanzhou University Press, and presented value proposition, general requirement, phase design, and process design of integrated marketing communication in detail. Finally, the fifth part has presented the implementation of integrated marketing communication program, and its specific implementation steps.This study has provides new ideas and methods to Lanzhou University Press’ marketing and marketing communication, which will benefit marketing work’s improvement. And it also provides reference to other publishing companies.