Research On Integrated Marketing Communication Of Pizza Hut Express Mobile Phone Meal Ordering

With the initiation of Integrated Marketing Communication (IMC) theory in theend of1980’s, the theory of traditional advertisement and marketing communication hasbeen challenged, developed and innovated unprecedentedly. After IMC theoryintroduced into china in the late1990’s, Chinese academic area and enterprises neverstopped researching on it. Due to the differences that exist in the background andobjects between the theory and operation, the IMC theory, still in the beginning ofresearch in china, faced various difficulties and challenges in practical execution.Meanwhile, it is hard to find a successful IMC operation case.This master thesis, taking Pizza Hut Express as the research object, analyses theIntegrated Marketing Communication of its mobile phone meal order service and aimsto put forward marketing strategies and tactics to promote it on Chinese market. Firstly,it analyzes the external environment of Pizza Hut Express from the angle of industryand market, and then analyses the internal environment and their main competitors ofYum! Brands Inc., China Division and Pizza Hut Express via the BCG matrix. SWOTanalysis points out that it is the best option for Pizza Hut Express to expand its marketrelying on the strength and opportunities. Secondly, based on the analysis of targetmarket and target consumers, it analyses the advantages and disadvantages of Pizza HutExpress’ mobile order service via General Electric (GE) Business Screen. Thirdly, thetarget of IMC strategy of mobile order is set which consists four dimensions: brandawareness, brand image, app downloads and sales of orders, and a strategic planning, atactical execution and assessment programs are formed considering the purchasestimulation, brand personality and management communication. Finally, we come to theconclusion: the essence of integrated marketing communication theory could be raisedto the strategic level. It goes beyond the scope of marketing in the traditional sense andbecomes more systematic, integrated and comprehensive with the development ofcorporate strategies, which means businesses should make full use of their variousfunctions, taking the company as a whole, but not merely focuses on market andconsumers. Meanwhile, this paper, comprehensively integrating the operation theory ofthe Integrated Marketing Communication and the unique characteristics of Pizza HutExpress’ implication of it, puts forward with standards suitable for the construction of a strategy development and tactical planning platform, which might facilitate the creativeapplication of the Integrated Marketing Communication Theory in China.It is hoped that this thesis may provide new ideas about marketing electronicordering for China’s catering industry in today’s electronic environment where theportable terminals are commonly available.