An Applicationg Research On The Usage Of Integrated Marketing Communication On Appliances Retail Stores In Kunming Department Store

With the development of science, technology and economy, the gap between companies became smaller and smaller, while the traditional marketing strategies based on product differentiation, market differentiation, service differentiation could not meet the needs of today’s fierce competition. Furthermore, there also existed such problems as the declining attraction on customers by classical promotion ways, the changes of customers’consumption concept, the changing of home appliances industrial structure and the contradiction between the modern market and limited resource and out-dated operation mode, which led to the appearance of integrated marketing communication mode who could get used to the modern society’s needs.Though the theory of integrated marketing communication, which was introduced and used in China in a short time, it was widely used in different areas for its advanced concepts and flexibility. The paper, based on that theory and the combination with the real situation of Kunming Department Store, applied the following analyzing methods such as SWOT, comparison, connection between theory and practice, then focused on the marketing communications plan and the situation of Kunming Department Store, naturally led to the conclusion of the present situation, the future and its operation ways.In detail, the paper’s structure was as follows. At the beginning, it asserted and compared the promotion strategies at home and abroad. Then, it turned to describe the situation of Chinese and Yunnan household electrical appliances market and analyzed the basic situation of the three stores in Kunming Department Store, which emphasized the importance of the expansion of stores. Consequently, the assessment of the usage of integrated marketing communication was made by integrated marketing measurement table and the summarization of its advantages and disadvantages in the process of using integrated marketing communication in Kunming Department Store was done. Based on this, combing with the SWOT analysis strategy and its future marketing plan, some measures relating to the development of that store such as the modification of corporate image, marketing tools, media methods and resources were taken and analyzed. In the end, the paper revealed the suitable measures to the stores and concluded the marketing strategies for the opening of home appliances retailing branches in the cities and states of Yunnan province.