The Research On Integrated Marketing Communication Of Brand Tianhan Culture Of Tianhan Great Theatre

Since China joining WTO, great change has taken place in competition environment faced by culture industry. After series of culture system reforming, it has become the initial task of the whole culture industry that how to increase enterprises' action ability to the market and how to build an ascendant brand. Due to the severe competition, the market of theatre in Changsha has fallen down from the summit. Tianhan Great Theatre, the representative of the theatres, faces an important problem that how to adjust management policy and build "Tianhan Culture" brand after setting up the group company.The subject of this article is just to study how to apply the theory of Integrated Marketing Communication to the concrete enterprise and the brand? Tianhan Culture. Firstly, it analyzes its outer market environment and its inner strength and weakness comprehensively. Secondly, the brand is integrated and repositioned with relevant brand theory. Thirdly, the target, positioning and strategy of the IMC for the brand is defined with consideration of the real situation of the enterprise by using the theory of Integrated Marketing Communication. Finally, IMC operational plan is made. It aims to enhance enterprise's IMC level and to increase enterprise's competitive ability through series of safety measure and effect assessing system.The research result of this article has theoretic and applicatory meaning to Tianhan Culture Group which just stepped into market system from government system background. Once it is utilized directly in the practice, it will set up a good foundation for establishing the brand system and for the management of Integrated Marketing Communication in the future. This article adopts an analyzing method of SWOT for the enterprise. During the analyzing and researching period by using the Integrated Marketing Communication, it sums up the positioning words and the promotion words with creative method, rebuilds the value and the character of the brand, gives strategies of the mixing and using communication tools, and makes the plan of IMC. It comes up with series of suggestions like setting up centralized communication system, cooperating with IMC agency and training marketing managers with core competence etc. The result will give an effective reference to the other likely enterprises and brands.