Study On The Application Of Integrated Marketing Communication In The Telecoms Sector

Research of Integrated Marketing Communication for China Telecom Integrated Marketing Communication aims to convey clear and conformable information to our current and potential customers through integration of synthetic effects to maximize the function of communication. By means of integrated marketing communication, enterprises know to whom and what kind of information they convey under conformity of information. Meanwhile, it enables enterprises maintain a good relationship with customers and make full use of the budget so as to create maximized assets of brand at lowest cost. Through integrated marketing communication ,following achievements will be made ultimately: 1. 1. The integration of Ads, promotions, direct sales and public relationships renders the information easier for related parties to under stand.2. 2. The maximization of communication effects enables the members of the organization and the business activities to make some improvements.3. 3. Less transaction cost is made possible.4. 4. More efficient communication between related parties.After China's entry to WTO, great changes have taken place in telecom' business environment. How to meet the challenges and survive from such changes through reforms has become telecom enterprises main task. The aim of the thesis is to make some research and analysis on how to recreate the marketing methods and on how to make some improvements in the enterprise's marketing skill and competency. In this paper, the marketing system of Telecom is fully analyzed by means of advantage-disadvantage method. Considering the designing and planning of the integrated marketing communication for China Telecom, following advices are given: To establish an integrated marketing communication mechanism which function in various departments. To differentiate the customer by different brand loyalties depending on full use of consumer database. To focus on the relationship maintenance with "super key client". To deeply understand the characteristics of various communication media. To generate enterprises' brand values.The aim of the research:1. 1. To theoretically bring forth the issues arising when the theory is applied in China. 2. 2. To practically bring forward feasible advice for China's Telecom by analyzing its marketing method.