The Study On Improving The Brand Value Which Is Based On Integrated Marketing Theory

First of all, this study sets out from the theoretical frame of the integrative marketing, through analyzing find out the characteristics of this theory and practical meaning, then analysis the theoretical system of brand value, analysis the influence factor of brand value angles the integrative marketing, sets up the model of brand value promoting according to the theory of integrative marketing; Comparing with the methods of promoting brand value in Chinese traditional enterprises, which basis on analyzing the status quo of Chinese marketing, demonstrates the applicability and inevitability that integrative marketing takes to promoting brand value in Chinese enterprises; at last demonstrates the problems that Chinese enterprises should pay attention to in using the integrative marketing to promote brand value.As viewed from the contents of this study, it can be divided into three parts on the whole. The first part is theories researching, including research the related theories of integrative marketing and the theory of brand value. In the part of research the theories, this study coordinates and recapitulates the connotation,the essential characteristics,and the meaning of integrative marketing, which starts from introducing the theoretical basis of integrative marketing. The second part is based upon the theories research that mentioned above, takes out the model of brand value promoting which founds on the theory of integrative marketing, the model analysis the relationships between the integrative marketing and brand value promoting in four different angles, and put out the 4-in-1 integrative model, this part is a innovation of this study. The third part demonstrates that using integrative marketing to promote the brand value is the inevitable option for Chinese enterprises, which basis on analyzing the status quo of Chinese enterprises marketing, according to the model puts out the problems that Chinese enterprises should pay attention to in the process of practicing, point out the way that Chinese enterprises using integrative marketing to promote the brand value.