The Application Of Integrated Marketing Communication (IMC) In The Brand Marketing Of H Automotive Industry

Along with enhancement of economy globalization tendency, Chinese Bus industry complies with the current trend, grasps the overseas market opportunity, and gradually becomes the world bus manufacturing center. But facing with "Made in China" marketing world, the western economist comments: "China only outputs the products to the world, but not competitive enterprise and brand". Nowadays, the Chinese Bus enterprises has gradually realized the importance to learn lessons from "Made in China", and turns to shift their management idea to brand marketing. However, the brand construction cannot succeed immediately, which needs unceasing innovation in practice exploration.This paper combines recent development and the operating procedure of IMC theory with the enterprise practice, and discusses the application of IMC theory in H bus company brand marketing. Based on the analysis of our country bus industry market current condition and brand marketing present situation, it traces H bus company's brand construction development history, explores the successful experience and insufficiency of IMC theory's application in H bus company brand construction, and finally propose the corresponding solutions to the insufficiency, in order to provide good experience for domestic other bus companies.As one of the earliest Chinese-foreign joint venture enterprises in Chinese bus industry, also one of the biggest world bus manufacturers, H bus company has successfully implemented the IMC thought to instruct enterprise brand marketing practice, but there are still some aspects in need of further improving: The brand marketing strategy service flow chart and the customer value evaluation method still needs perfecting; The IMC performance evaluation system needs further consummation and so on.This paper utilizes the domestic and foreign IMC theory, according to Don. E. Schultz's "Value IMC Communication Model", combining with H bus company brand marketing practice, innovatedly designs a set of "IMC Strategy Business Flow", for the purpose of reengineering through the optimized flow, enhancing enterprise operation efficiency, reducing the cost. On the basis of current domestic and foreign popular KPI evaluation method, Total Quality Management process theory, as well as integrated marketing inspection method, it presents a systematic and complete performance evaluation system in which IMC is applied in H bus company brand construction in view of H bus company brand marketing condition, in order to take the accurate assurance company brand marketing in actual performance and find out the existing questions, providing as quantification basis to well reach the company brand marketing goal.