The Use Of Integrated Marketing Communication Theory To Enhance The Competitiveness Of Commercial Banks

IMC(Integrated Marketing Communications) is a new idea of administration. It can help us find the scientific and effective way to manage a business on a new viewpoint.The writer describes the 4C' s theory and states IMC' s modernism;and analyses Stakeholders & Interest Groups to let us understand IMC and feel the seriousness of competition. It can promotes commercial banks developing by the way of CRM(Customer Relationship Management), Call Center and so on, and by Intermediary Services and with the aid of Internet technology.