| With the rapid development of social economy and the information times,the traditional marketing method cannot satisfy the demands of the highly competitive modern markets. Rising in late 20th century, the Integrated Marketing Communication (IMC) spreaded around the world rapidly and was acknowledged generally, thus setting off an upsurge of learning and applying the IMC which was exalted as an indispensable tool for enterprise management and competition in the new century. That is also the basic theory of writing this article.Rice consumption is a necessity of daily life. Every year, large quantities of domestic rice are consumed, and its promising market is assured. However, bulk rice shares the big market. According to the recent development of the rice market, in stead of an overwhelming brand and"monopoly"market domestically, the regional brands were characterized by small, complex, chaotic. It does not meet the 21th requirements of quality of life to pursuit constantly.Based on the development situation of national rice and major problems restricting rice branding----including the instability of its quality, immaturity of sales channels, insufficient building of brand and consuming environment of rice branding and so on,this thesis analyses the rice market prospects, and brand rice consumption has great development potential and space. In order to build rice brand better and faster of domestic business, so IMC theories and concept are needed in the rice brand creation. Based on those studies, this paper presents recommendations, which is the strategies of IMC in rice branding finally, namely, elaborating the brand positioning, consumer-oriented and customer database building , integration of marketing channel systems and sales promotion methods, the choice and contact point management of communication medium. Theory is used to guide practice and service practices, After all, this theory analysis relevant case based on perspective of policy implementation. |
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