Study On Integrated Marketing Communications Of Automobiles Based On Customers' Behaviors

Automobile industry is one of most important symbol for the development of economy of the nation.As we know,almost greatly developed countries have the strong automobile industry.So it means the development level of the automobile industry is the critical indicator to estimate industrialization,economy and technology innovation for the country.Earlier in 2007,government data showed that the automobile sales volume of China had exceeded 7 million instead of Germany to be the third automobile manufacture country in the world,meanwhile the China automobile market had become the second over Japan in the globe.To the domestic market,these data demonstrated the growth rate of China's automobile market surpassed 25%on the other direction.China's automobile market is on the high speed of growth,suffering the great challenges in the growing period either.In the past 20 years,the famous automobile manufactures has landed on the China market separately,therefore competition of the automobile market in China turns more and more fierce.For the survival in this market,some automobile companies have to use the "Sword" with two blades-Price promotion to fight with their competitors.However,to their disappointment,the "Sword" not only hurts their competitors but also themselves.Hence,these manufactures have gradually switched their efforts from price competition to the integrated marketing communications,and really realized that separating their brands from the rivals' is the only way to obtain the long term advantages.But it still leaves many problems for these companies to solve such as communications not focusing on the consumer's behaviors,communications tools not integrated effectively and forming the uniformed communications force to support the brand on the enterprise strategy.This thesis on the basis of the actual situation of China automobile market, firstly,analyzes the integrated marketing communications implementation situation of automobile companies in China and finds out the existing problems and reasons. Secondly,with these problems and reasons it educes the necessity for the IMC based on consumer's behaviors,and with the help of analysis on the process of automobile customers purchase indicates the automobile customers' behaviors is one of most complicated consumption behaviors comparing with the other products consumption which meanwhile provide more chances for the companies to access their target consumers.Then,it discusses how varied consumer' behaviors influence the establishment of the brand in the mind of the customers to lead to the abstract logical thinking for the IMC based on consumer's behaviors.Last but not least,it involves the implementation of IMC,positioning of the brand,establishment of data base of IMC,integrating the various communications tools and building the marketing monitor system and audits to keep the operation of IMC plans smoothly.I hope this thesis can do some help and promotion for China's automobile manufactures organizing deeply integrated marketing communications activities.