Shijiazhuang City, China Pharmaceutical Factory Imc Implementation Strategies

With the development of the information technology, the Integrated Marketing and Communication theory (IMC) has been improving as a result of the market behavior, from 'one voice, one image' to the measurement of customer investment returns and the evaluation of long-term brand equity.The paper looks at the execution of IMC strategy in the Huaxin Pharmaceutical Company in Shi Jiazhuang. In the first part, it tackles the IMC theory and some latest developments in its implementation. Then an in-depth analysis is given about the external and internal stake-holders to provide evidence for the design of the information and incentive strategies. Finally it proposes a tailor-made IMC strategy for the business. It also develops a customer investment return model and evaluates the long-term brand equity of the company.With the paper, the author wishes to provide an operable program to the Huaxin Pharmaceutical Company in applying IMC and some new ideas to other businesses in their marketing practices.