Application Of Integrated Marketing Communication (IMC) In China's Mini Auto Marketing

In the maturing market of China' s mini auto industry, as the market competition intensifies, the traditional marketing tools have met great challenges with their single stress on quality, price, service or just simple marketing mix. Because of its emphasis on delivering the corresponding message to establish differential brand mode through integrating various communication tools while competing in the market, Integrated Marketing Communication (IMC) has become a wide spread concern throughout the auto industry.To carry on the IMC in China' s mini auto industry, we have to realize that fully understanding about the interest related parts is a necessity. The company leaders have to be customer oriented and during the marketing process various marketing tools have to be integrated to deliver the unit information. Mutual communication between company and customer is also a must. Chery QQ mini auto takes the fashion young ages as the market target. During the marketing process, many marketing tools have been used to promote the fashionable QQ image as well as multiple interactions have been taken so as to cultivate customer' s loyalty to QQ brand. The IMC activity of Chery QQ has increased the brand value of the company. To Jeely, another national auto company in China, underthe current circumstance, increasing the brand value through IMC means to start from the basic job of customer oriented IMC and that of image level. To improve the application level of IMC in China' s mini auto industry, the marketing communication conception and auto brand awareness have to be strengthened. Companies in mini auto industry have to put efforts on customer relation management and that of marketing communication.The article, being based on the discussion of IMC theory and the IMC Decision Process Model, analyzes Chery QQ brand' s marketing process through empirical research. In addition, the author of this article analyzes the current market situation of Jeely and its brand positioning as well as its brand combination strategy through qualitative analysis. Based on the analysis, the author points out that the customer oriented and image level IMC are the core tasks for today' s Jeely brand. At the end of this article, combining the former analysis of the two brands' IMC practice, the author gives some further suggestions on practicing IMC in China' s mini auto industry.