Study On Integrated Marketing Of Dong Feng Industrial Corporation

With the economic globalization and the rapid development of science and technology,more and more enterprises have realized that it is hard to survive and develop in the fierce market competition with their own strength. Since 1980s,many enterprises in western developed countries have adjusted the competition relation strategically under the pressure of violent competition,and cooperate competition has replaced opposite competition. As an innovation of an organizational behavior,strategic alliance and integrated marketing have become an important access to strengthen the competition edge of modern enterprises.With the restraint of our economic developing level,many enterprises in China haven't the ability to compete with foreign large transnational companies. Some group enterprises can't establish their market fame because they lack of effective systematic management. While transnational companies widen the gap of abilities in scale,technology,product and marketing between China and world advanced level by strategic alliance and integrated marketing. After China's entry of WTO,the condition our enterprises will confront will be more serious. Besides,with the process of global economic integration,China's enterprises will not only lose the domestic market but also effect the participation in international division if they negatively face the change. As a result,our enterprises should develop integrated marketing by strategic alliance to realize the mutual complement of advantages and the share of resources and strengthen the ability of competition.In the first place,from the perspective of economic development,this thesis addresses the development of marketing philosophies in the twenty century and elaborates the theory of integrated marketing. Then the current marketing situation of international and national auto components industry is discussed. At last,from the respect of product,channel,market information,brand,staff,sales promotion and Internet,how to develop integrated marketing by means of strategic alliance is analyzed.