Study On The Localization Of Integrated Marketing Communication

With market economy in China further developing and enterprises all trying to find out new tragedies to win the more and more intense business war, various means of marketing came into being and applied communication is getting faster and faster. Integrated Marketing Communication (IMC), founded by Prof. Schultz of Northwestern University, was rapidly introduced to Taiwan and mainland China, becoming a new strategy in Marketing Communication.Originated from western developed countries, Integrated Marketing Communication will surely be restricted by many practical conditions in rooting in China. For the further development of Integrated Marketing Communication in China, it is necessary for us to analyze the factors restricting its development and to discuss the patterns carrying out in China.Based on the concepts of IMC, the article discusses the adaptive trageties on how to localize it in Chinese market. Apart from some general laws and commonness in marketing and communication, IMC needs to be localized in practice according to different regions, that is, IMC should be applied flexibly according to different market conditions in different countries and areas and be combined with local application characters so that we could find out a regional-characterized practical method.On study methods, the article combines theory with practice, analyzes IMC with various theories, and applies comparison-analysis method to study the thesis.By summarizing IMC and explaining its origin, this article further explains the concept of IMC, compares it with traditional marketing, involving the differences between these two on theory basis and focuses, and expatiates the characters and advantages of IMC.Then the article briefly introduces the theory basis of IMC home and abroad and expatiates its actual state of study and practice.Next, the article analyzes how to apply IMC in Chinese enterprises, and emphasizes when practicing IMC, Chines enterprises should apply appropriate strategies according to the situation and circumstance in China. This article also introduces a system to ensure the successful application of IMC in Chinese enterprises and points out the effects we pursue.On the basis of theory study, the last part of the article emphasizes particularly on the practice of IMC. By using Coca Cola's Cool successfully practicing IMC as a good case, it summarizes several suggestions on practicing IMC and emphasizes the key of IMC is managing the relationship among the parties associated with it.