Study On Integrated Marketing Communication (IMC) Of Beijing YBBX Company

Since 1990s, as a brand-new marketing theory, Integrated Marketing Communication (IMC) has developed quickly and been widely used in academic, advertising industry and enterprise in Western countries. It uses the new 4Ys theory took the place of 4Cs theory. IMC theory is related to communication, marketing, advertisement and management etc, and has affected the whole marketing world greatly. It is in this background that this article studies how Beijing YBBX Company builds its brand into the best using IMC theory so as to be more competitive in the current society.First, this article summarizes some theories of IMC, and analyzes the IMC practice method and how to use IMC actually. Next, this article analyzes the background and existing state of the IMC using of Beijing YBBX Company, Summarizes existent holdback of the using of IMC in Beijing YBBX Assurance Company and brings out some related Countermeasures. Finally, this article analyzes the Strategy and Tactic problem of the using of IMC in Beijing YBBX Assurance Company.It is very important for China economy's development of Insurance business' development, but, at present, because of the reason of people's insurance idea and insurance company's marketing communication, Insurance business in China develops slowly. From The author's thought, if a corporation think what the consumers think, do what the consumers what to do and take the consumers' thought as the vital thing for them to do during the strategy , use all type of communication methods coordinately, and convey the same aim and image of the same company and brand, it can really get a rapid progress of the band value and its avenue. It is not long time ago that IMC theory appears, and it is needed to be developed and exanimate that how to use IMC theory in a insurance company. The author hopes that it will bring some ideas about the using of IMC theory in insurance industry.