Research About SCM In ICT Enterprises

Currently, Information and Communications Technology (ICT) brings great influence on our lives. ICT Market means in brief telecom business, telegraphic equipment, computer's hardware, software and service, audiovisual service (TV, video, movies) and consumer electronic product (audio-video equipment). As a result of the bubble of network, the development of global ICT market was at low tide at the beninning of 21^st century before resuscitating in 2003. Most ICT enterprises in the protean environment consider how to adapt, so the speed of innovation is vital to the competence of enterprise.The competitive advantages of corporation lies on cost control before 1970s; it rests with quality control in 1980s and delivery time in 1990s; but early in 21^st century promptitude is more crucial on the compentence, which means how to respond rapidly to and meet various demand. The reason for diverse demand is firstly that consume level improves and market becomes more unpredictable. Secondly, global economic activity promotes the national boundaries to disappear gradually. The corporation that adopt traditional business administration are passive in the unstable environment on account of responses slowly. So the concept of Supply Chain Management (SCM) that came forth in the later period of the World War II becomes more and more mature in the new competitive condition. Especially some multinational corporation achieved new competitive advantages for establishing long-term strategic league with their provider and distributer such as HP, DEC, Benetton, etc.Therefore, The competition among corporation is actually competition of Supply Chain (SC) . The study on improving the efficiency of supply chain of ICT enterprises and promoting the development of industry is significant. In the research the mode of ICT enterprises' SCM based on Integrated Marketing Communications (IMC) is designed. IMC initiated by the scholar Schultz and Duncan and so on is communication stratagem that bases on strategic viewpoint of Outside-in and takes Marketing Communciation Manager as main part so as to communicate efficiently with Stakeholders & Interest Groups. SCM based on IMC brings important influence on management and stratagem, which helps corporation respond rapidly to change of environment inside and outside. Also can that business process is projected of individuation and Outside-in from standpoint of client be realized.So far, the stratagem of IMC and the ideology of SCM developed maturely, but the study that the theories of IMC are applied for SCM of ICT enterprises is still very superficial. By analyzing inside-outside surroundings of corporation and Stakeholders & Interest Groups and combining with the application and development of IMC, the research investigates how to apply the theories of IMC to improve the relation between enterprises and their suppliers or buyers for increasing the efficiency of SCM.So as to achieve legible contention, credible argument, precise demonstrate, the research make use of the way of induction and deduction, logistic consequence, case study. The textual data roots in classical literature and thesis of famous expert and scholar all over the world, and correlative report of broadcast and television and information in internet, at the same time the author summarize the existent literature. The author puts forward a SCM model based on IMC for ICT enterprises in the study. Because no cases to prove its possibility, the final results in this study might be deficient. However, this research tries to set up a framework and provide references on the further research in the application of IMC on SCM.