Integrated-marketing Research Of Shenzhen New Century Science And Technology Company Of Drinking Water

Based on 4C-theory, the theory of integrated marketing emphasizes high standardization in the line of industry, stresses on systematic management, and strives for the coordination of enterprise marketing activities. The application of integrated marketing contributes to the ideal allocation of enterprise resources, optimizes labor organization, and meets the demands of consumers better. For its own limitations, it is not suitable for an enterprise, however, to adopt integrated marketing theory at any level of development. The application of integrated marketing is conditioned by a big market for products, a big sales network of an enterprise and modern enterprise infrastructure, and sales-oriented managers and administrators in a modern sense.Having gone through its development and sustained intense competition at initial stage and growing stage, water dispenser industry is reaching its maturity. With the emergence of the famous brands, Angel and Meidi, competition shows itself in a clear pattern.Water dispenser is a small and new household appliance. Shenzhen New Century Science and Technology Company of Drinking Water, as the market lead of water dispenser industry, is a pacesetter in the whole industry. Both successes and defeats lie behind the company's great achievements. Simple marketing strategy does not help an enterprise to survive in development and competition. With a view to bringing into full play its own advantages, changing an inferior position into a superior one and making itself an everlasting winner, the company should carry out its reform strictly based on its advantages and disadvantages. Therefore, integrated marketing was introduced to this company in 2003. Firstly, integration is implemented within the company: the integration of internal resources (creating new profit increase points), the integration of product by technical innovations, the integration of franchise distribution network (setting up an alliance system), the integration of concepts (opening professional training classes) and the integration of capital (making a new breakthrough on both the length and the width of industry chains). Secondly, its marketing strategy is integrated: the merger of 4C and 4P(identifying the integration of marketing strategy in the whole process of production), the integration of domesticand international market resources and channels, the integration of product promotion and elevation of brand value (promoting its popularity and reliability). On the whole, all these measures enhance the company's competitiveness, beneficial to the long-term development of both the company and its brands.The marketing integration practice of Shenzhen New Century Science and Technology Company of Drinking Water has demonstrated that it is feasible to launch the marketing integration strategy by china's enterprises. We shall make sizeable achievements if we revolutionize our marketing concepts, speed up our modernization, integrate our marketing strategies and draw on advanced experiences of foreign enterprises.