The Applying Study On The Integrated Marketing Communication In The Lamp Ornaments And Lighting Industry

The development process of marketing dissemination theory and practice is a history of dialogues between enterprises and market. The dialogue manners are changing from caring for products marketing to requirement of consumers,from strategic instrumental combination to strategic organization of enterprises'marketing , and from general consuming combination to spreading integration then to today's integrated marketing dissemination. The manners of dialogue between the enterprises and market are changeable,while the goal of enterprises'profit and development is constant. As the same way,whatever how changeable the specific organization and management process of integrated marketing dissemination is,the integrated marketing dissemination is the manner of dialogue between enterprises and market.This thesis is divided into six chapters. The first chapter introduces the history and development status of integrated marketing and lighting industry. The following chapter 2,3,4,mainly basing on the lamp ornaments lighting industry,it studies from the three basic contents,that is integration,mutual communication and integrated marketing which focuses on management mechanism. The second chapter discusses the integration of integrated marketing models and consumers'brand awareness,as well as innovation of integrated marketing dissemination models. The third chapter discusses the enterprises should know the consumers'psychology and enhance the consumers'experiences of brands through various ways,owing to enterprises emphasizes on integrated marketing dissemination and consumption interactive communication. The forth chapter discusses how to strengthen internal management mechanism. The fifth chapter discusses enterprises should integrate the marketing dissemination means to enhance the brand value,and the referential role of integrated marketing to China lamp ornaments lighting industry. The sixth chapter is the conclusion. In this thesis,it selects the Guzhen Town in Zhonshan City as a starting point,China lighting industry as a sample,analyzes the entire lighting industry. Basing on the enterprises'successful experience in the marketing dissemination,consumers'interaction,and channel construction and the enterprise internal management,it analyzes the lamp ornaments lighting status and problems,and points out that the application of integrated marketing dissemination to the lighting industry,as a referential significance to China lighting industry.