| The marketing environment that we faced has already changed enormously: The fast development of the information technology, the increase in a large amount of the quantity of the brand, consumers' individual character demand, etc. It is exactly that in this case enterprises have promoted the theory innovation of marketing in order to break away from market stagnancy and aggravated competition predicament, especially since 1990s,advanced marketing theory were making the new break-through in the developed country constantly, and the most influential one was Integrated Marketing Communication among them. 1.Reviews and commentaries of IMC A lot of scholars have a premonition of the arrival of times of the spread with strategy coordination after IMC proposed, and has summarized the concept of IMC from different angles. Synthesizing these concepts, we can conclude that IMC is one kind of marketing method that through systematization of various kinds of marketing tool and dynamic revision in order to achieve increment for both sides in the process of exchange, It regards market as the way of regulating, regards value as the way of contact and regards interaction as the way of conduct. In 1950, Neil Bao put forward the "marketing compounding"concept as the milestone of theory development, emphasizing importance of combination of the various marketing element, the marketing combinatorial theory is the foundation of IMC. Through the research of the theory circle and practice of the business circles, people were strengthening the understanding of IMC constantly, combined IMC had developed into the strategic management mode by the tactics management tool. After Tom Duncan introduced concept of "related interest person"into the study , IMC had tended to develop more ripidly and comprehensively. Like other theories , IMC has some defects, for example, IMC should not only consider consumers' demand but also consider the competition-oriented ;how to distinguish out consumers' rationality demand ,etc. 2. Academic analysis of IMC Review the evolution of the marketing theory , the appearance of every kind of new marketing idea is for revision and promotion of the original marketing idea and improving the validity of enterprise's marketing activity. based on the past marketing idea, at the same time, IMC is different from the past marketing ideas. IMC is a kind of modern marketing idea that founded on systematic thought and dynamic concept .it is a kind of new mode of thinking. In 1990, under the new marketing background and condition , Larterborn, the professor of U.S.A., put forward 4C theory corresponding to 4P theory according to IMC. What the Marketing focus has changed from product, price, place and promotion to cost, customer, communication and convenience. The way of communication between company and customers has changed fromone-way communication to two-way communication. So we can conclude that , the most heavy difference between IMC and traditional marketing is that IMC focus on consumers and potential consumer, but not put on the goal profit of enterprise. Since Schultz and Lauterborn proposed IMC, some large-scale corporations practiced IMC actively, IMC has great meaning to development of enterprises according to theory analysis and enterprises practice. IMC is based on the accumulation mode of consumer's process information. The thought of unify content , unified behavior , unified method , unified communication can strengthen status and image of the brand in the customer mind constantly. Meanwhile, a large and accurate databases grasped by marketing person help to develop the long-term , interaction relation with consumers and thicken brand assets . For many years, marketing and communication manager have trying to measure financial reciprocate of marketing and communication invest, but do little effect. There are two main reasons for it: most marketing systems are complicated in essence, full of a lot of controllable variables; it is difficult to confirm that who receive message after spread for a long time . Because of the development of information technology, marketing person can measure financial return ,not using fuzzy concept such as popularity and partiality .This can make marketing person have an object in view while making and implementing the marketing tactics. 3. Establishment and implementation of IMCIMC strategy is the concrete implementation and application of IMC. The main course including: Set up the database; evaluate customer and potential customers; understand contact points and prefer of customers; define the relation of brands; information and encourages of design and conveyance; disposition and measurement of investment. Certainly, enterprises can carry on the choice with conditions in the course of concrete operation. We should clear that the sterling worth of IMC lies in their own circulation essence. We develop and implement a marketing scheme on the market, count and measure the response of the audiences , input the results to the database , and then modulate and amend communicating project according to the needs and wants of consumer and potential consumer, go down whole procedure circulation . 4. IMC practice in China After IMC theory was introduced to our country, a number of entrepreneurs and professional marketing persons with market awareness and strategic eyes studied and applied IMC positively. This kind of exploration has obtained certain achievement, but a lot of questions are exposed: pursue brand awareness simply; the brand totally lacks affinity , influence and characteristic, can't be lasting.; the homogeneity of products ,price , marketing means ,etc. Reasons why the question produces are in many aspects, main reason is that enterprises fail to understand deeply connotation of IMC, apply IMC theory blindly. Implementation and using of any marketing theory and management theory all need certain condition and foundation. IMC is...
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