Research On Integrated Marketing In Sanlian Electrical Appliances Co.

Since the 1980's, the whole world economic integration degree unceasingly has deepened, and competition between enterprises is day by day intense. The integrated marketing is one kind of new marketing theory, which more and more receives the domestic and foreign experts and enterprise's universal attention, and in overseas obtains the huge development.Electrical appliances retail trade in China plays the most active role in the commercial circulation industry. With the electrical appliances present the large scale modernized and professional production pattern, the competition in the electrical appliances retail sales industry is gradual tense, the product profit margin is more and more low. Sanlian Electrical Appliances Co is a large-scale retail sales enterprise. It has developed for 22 years in the Shandong market, and obtained remarkable achievement. Although in recent sales volume of Sanlian Electrical Appliances Co. is still considered in a trend of escalation, the sales income was also increasing, while the profit was actually dropping and the market share was reducing. This status has not been satisfy with next developmental strategy of the company, especially encounter the fierce competition from Gome Appliances and Suning Appliances. So how to enhances the making profit ability and the market influence of the electrical appliances, it is very important and significant to research the integrating marketing implementation in Sanlian Electrical Appliances Co.By the method of theoretical analysis and real diagnosis analysis unifies, the method of overall analysis and department analysis unifies, in the aspects of market competition, supply and requirement, the electrical appliances retail sales industry in China is analyzed. With the real diagnosis analysis method, marketing management of Sanlian Electrical Appliances Co. is researched. And comprehensive integrated marketing system is designed which suited Sanlian Electrical Appliances Co. - including industry pattern integrated, marketing flow integrated, management tools, marketing organization interior and marketing organization mutually integrated. It is carried out the guarantee measures - to remold the enterprise culture, to implement "the comprehensive system relational marketing", to establish the new human resources management system, to construct "the market chain". All the measures can enhance integrated marketing pattern implementation.With the summary of the integrated marketing theory, the analysis of electrical appliances retail sales industry and the analysis of Sanlian Electrical Appliances Co. in current situation, the integrated marketing pattern is designed in this article. As well as primarily measures which safeguard constructing "the market chain" and remolding the enterprise cultures, can promote the marketing strength of Sanlian Electrical Appliances Co., and then promote enterprise's profitability and market influence. It is insured that all researches are significance to the electrical appliances retail sales industry and even other enterprises.