Integrated Marketing Communications Strategy And Its Implementation

The globally interacted and customer-driven service economy has made it clear that time and efficiency is the key to win a competition. The traditional production oriented marketing methodology faced severe and unprecedented challenges and their way of doing business never goes along. With the new economy upon us, the concepts of integrated marketing communications have been pushed to the forefront of strategic business thinking by several mega trends that include: the increasing diversification of ordinary consumers, the sharpen competition for market share, the equalization of profit ration between companies and the rise of commodity capital. In the viewpoint of this revolutionary marketing theory, the most important information origins from the mass consumer. In the communicating process of this new marketing methodology, the communication flow is dual and interactive; while the shortcomings of traditional marketing communications is very clear: one-dimensional scale, compelling, the disengagement between marketing and communications.Considering today's information technology resulted pluralism in customer choice, the traditional way of marketing communication can't cope with the communication challenges industry encountered, this essay summarized the evolving process of IMC theory and it's major academic viewpoints of different genres both domestic and abroad, and researched on the IMC strategy and it's organization implementation.This paper first introduced the marketing theory evolution process, and analyzed the distinguishing features as well as the shortcomings of major ideas. At the end of this part, a conclusion was given. After the above mentioned work, this essay put its emphasis on the IMC theory by analyzing the achievements and viewpoints of several notable researchers of this field. After researching on the organization practice of IMC strategy, this paper listed key principles needed for a success implementation of IMC strategy, and pointed out that the implementation of IMC is a systematic engineering project and it requests a thorough restructuring of the organization. At the last part of this essay, it made an empirical analysis of Hair Group's case and stated the application prospect of IMC strategy. Finally, it made practical suggestions for the Chinese company to implement the IMC strategy.