Research Of Dalian Zhangzidao Fishery Co.,ltd Integrated Marketing Strategy Based On Value Analysis

Since western scholars put forward the concept of integrated marketing in the nineties of the century, the concept of integrated marketing has been given a lot of attention by domestic and foreign scholars. In order to deal with the problem of integrated marketing, business circles also applies the integrated marketing frequently to enterprises. By using the concept of integrated marketing, this thesis studies the process of the strategy of integrated marketing which is developed by Dalian Zhangzidao Limited Company. It also introduces value chain analysis, system theory and core competence theory to enrich the theory of integrated marketing when uses the theories.The main body of this thesis falls into four parts. Firstly, the first part introduces the background and meaning of the study, then summarizes the study state of domestic and foreign scholars concerning theory of integrated marketing at the moment on the basis of literature summarization, and judge of it in brief. The thesis puts forward the innovation of this thesis when points out the deficiencies of study on integrated marketing. It puts forward the train of thought for this study and the main content of this thesis at last.The second part is basal study for theory. It expounds the main content of value chain analysis, system theory and core competence theory and their revelations to integrated marketing. And then it brings forward that how to analyze the model of enterprise's value system by value analysis step by step.The third part firstly introduces the basic situation of the Dalian Zhangzidao Fishery Limited Company, and then applies the model to analyze the value system the company lies in. By this kind of analysis, we know the marketing status in Dalian Zhangzidao Fishery.In the fourth part, the author introduces the strategic system of integrated marketing of Dalian Zhangzidao Fishery in three gradations, including general strategy, integrated strategy of fishery resources, industrialization strategy, strategy of market-oriented and the following secondary sub-strategy.The conclusion of this thesis puts forward that an enterprise should first analyze value of the enterprise's marketing status when develops strategies for enterprise. Only in way, the strategy of integrated marketing which is based on this is valuable.The main innovation of this thesis lies in establishing the model of analyzing enterprise's value system step by step. By applying this kind of model, the enterprise can know the marketing status clearly and prepare well for developing the strategies of integrated marketing.