Study Of IMC Strategy In "CNC MAX-Broadband My World" Of China Network Communications Corporation

This thesis discussed the IMC (Integrated Marketing Communication) strategy of broadband service "CNC MAX-broadband my world" of China Network Communications Corporation, by using several management theories.With the progress of the rapid growing scale of the network, new technologies, new devices, the broadband market has entered a rapid growing period in our nation. This research discussed process of IMC for "NCN MAX-broadband my world", then analyzed it by using such methods of SWOT analysis, PEST analysis etc. Integrated Marketing Communication aims to convey clear and comfortable information about "CNC MAX-broadband my world" to our current and potential customers through Integration of synthetic effects to maximize the function of communication. The Integration of Ads, promotions, direct sales and public relationships renders the Information easier for related parties to understand, and the maximization of communication effects enables the members of the organization and the business activities to make some improvements. This thesis' main guideline is to establish the IMC tactics of China Network Communications Corporation. This thesis' research points out the problems that should be observed in practice and should have certain positive role in broadband market.