Research Of Integrated Marketing Implementing In Ming Yang Electric Company Ltd.

Since the 90's of the 20th century, someone has introduced and studied the theory of integrated marketing , and many abroad and domestic enterprises implement this theory successfully. By studying this theory and practically analyzing, the academic and enterprises illuminate the very important role of integrated marketing to enterprise survival, development, as well as to raise, realize and maintain competitive advantage.The paper will utilize the related theory to study Zhaoyang electric company ltd. implementing integrated marketing strategy, in order to achieve the continuous and stable development by adapting to the change of management environment and building endurance competitive advantage.The paper includes four parts.The first part elaborates the development of integrated marketing theory, and introduces integrated marketing basic concept and characteristic, then carries on the induction and analysis of some main researches of integrated marketing theory, pointing out that integrated marketing has been an important research direction of business management as well as marketing management theory developing at present.The second part firstly introduces the basic situation of Zhaoyang electric company such as enterprise intelligence and the marketing new characteristic, then analyses the competition five forces model of Zhaoyang company, carries on the SWOT analysis.Through the above analysis and discussion, getting the conclusions that Zhaoyang company has the necessity to carry on integrated marketing and the condition of Zhaoyang company suits to adopt integrated marketing strategy.The third part, according to the above theory elaboration and the practical analysis, limits integrated marketing of Zhaoyang company as an integrated pattern four levels, that is integrated marketing processing of Zhaoyang company, which includes: (1) Strategy integration, utilizing generally differential strategy and incorporated strategy, clearing the development direction and the enterprise mission, limiting the core of by product competitive ability, brand influence, R&D ability, innovation ability, and formulating the strategic target composed of market goal, innovation goal, profit goal and the social goal, deciding the development destination of integrated marketing in Zhaoyang company;( 2 ) Marketing 4P integration.That mainly is the product strategy integration, as well as promotion strategy integration and improvement;(3)Organizational structure and function integration, carrying on organizational structure transforms, Raising the enterprise leader's integrated marketing consciousness , maintaining and developing the industry superiority of Zhaoyang company;(4) Resources integration. That includes integrating human resources, customer resources, services resource, and so on.The fourth part based on integrated marketing pattern in Zhaoyangelectric company, further forms the integrated marketing thread suitable to our country electric industrial enterprise. Simultaneously pointing out the possibly limitation due to the different situation of electric enterprises which implement integrated marketing.