The Brand-New Normal Formulas Of Marketing Communication

Integrated marketing communications (IMC), as a new marcom theory, has been developed and applied rapidly in the western academia, advertising agencies and business circles since 1990s. It refers to communication theory, marketing theory and management theory, and has great influence on enterprises' marketing and management activities, etc. It is quite necessary to research IMC theory and appliance systematically, considering its great influence with scattered information.The thesis tries to give a thorough study on IMC. Firstly, the thesis sums up the basic concept and related theory, gives a diachronic description of idea transformation in marketing communication (MC), expounds the inevitability of development of IMC, and explores the meanings of brand relationships in IMC. Secondly, the thesis carries on the systematic analysis to the operational framework of IMC from the point of mechanism of communication, planning processes and organization management. In the analysis, it has quoted the psychology model and behavioral science model to reconsider the model of traditional MC from the point of IMC, and proposes the brand-new mold of MC and the block mold of persuasion in the integration of information. On the basis of which, it carries on the comprehensive introduction to the flow of strategy and the model of organization restructuring. Finally, obtaining from the present situation of MC in china, the thesis proves the necessity and the feasibility that IMC can be applied in china, and studies a case in which a Chinese enterprise succeeds in practicing IMC. The thesis expects to give some reference to Chinese enterprises so that they can apply IMC successfully.