Guangzhou Decarie Cosmetics Co.,Ltd.

This paper is a marketing case study of enterprises' integrated marketing communications (IMC) and its positive role on brand image upgrading. It includes two parts of case description and case analysis.The first part describes the IMC process of Guangzhou Decarie Cosmetics Co., Ltd. in 2000 in the sequence of time. It takes the regional communications activities of Zhejiang and Tianjin as the typical examples. The company background and market research data related to the case are explained in the form of references and appendixes during the course of description.The second part analyzes IMC, a variety of disciplines of IMC and their impact on brand image from strategic and tactical angles on the basis of the IMC activities of Decarie. It includes seven parts: methodologies and analysis framework, marketing communications strategies, marketing communications integration, IMC disciplines, IMC effect analysis, suggestions and conclusions. In the part of conclusions, the paper gives the theoretical summary and personal opinion based on the previous analysis.All the analysis manifests that it is helpful to brand long-term development to implement planned IMC and continually promulgate consistent brand position and image.