| Brand loyalty and integrated marketing communication both with higher theoretical and practical value, which is marketing industry's hottest topic and the scholars are also keen to consider the issue. Despite the importance of brand loyalty has been gradually acquiring a theoretical circles and the business community is widely recognized, scholars to consumers brand loyalty also launched an in-depth study, But specific enhance brand loyalty marketing strategy and method of research is inadequate, with specific industries or specific brands of consumer brand loyalty empirical study of rare books. The purpose of this study is to brand loyalty and Integrated Marketing Communications combination discussion of Integrated Marketing Communication enhance brand loyalty to the extent of the impact, embodied in what context, how to use of marketing concepts and tools to carry out the management of brand loyalty.In the first part of this paper, using the qualitative research methods to brand loyalty and Integrated Marketing Communication Theory connotation systemic summarize; Then selecting China Mobile's "M-zone" brand as a case study. Using the quantitative research methods to the main means of Integrated Marketing Communications to enhance the impact of brand loyalty. This study from the theoretical sense, the expectations of the previous study based on the study, brand loyalty with the right marketing strategy correspondence between the deep-seated problems of theoretical study predecessors in the past to make up for the study of brand loyalty inadequate; From a practical sense, The research and marketing enterprises to provide a practice to enhance brand loyalty marketing programs. Brand loyalty to the past to correct the one-sided understanding of the application of Integrated Marketing, help enterprises to integrate in-depth understanding of the underlying marketing connotation, not just stop at the right marketing tool for the integration of shallow stage. |
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