Integrated Marketing Communication In Practice

As the rapid development of the market economy and the increasing improvement of the standard of people's living in the resent years in our country, the market economy now becomes the form that supply exceeds demand from the form of demand exceeds supply, and the level of management and sale of the corporation has been upgraded greatly in the marketable competition, especially, the theory of Integrated Marketing Communicationswhich has been introduced in china in the metaphase of last decade. But because of the relatively late start of practicing the market economy in our country, there are still some miss understanding and shortage for the market economy. In this paper, some of the advertences and methods of the theory of Integrated Marketing Communications, which are summarized from the writers' practice, will be introduced, which may present some useful reference for the Marketings of conpang. Firstly, from the definition of the Integrated Marketing Communications, five aspects of the Integrated Marketing Communications 's contents are expounded. The definition of the Integrated Marketing Communications is: it is the main points of the Marketing Communications 's play, it needs adequately to understand the Communications means which may bring all kinds of additive value when we constitute the integrated plans, such as general advertisement, directly reflecting advertisement, sales promotion and common relation, integrating above points, one wtich can provide vivid and coherent information, and make the effect of Communications maximization. From the review of the development of Integrated Marketing Communications the different three development phases of Integrated Marketing Communications are introduced. And the status in quo of them in our country is also briefed. Secondly, from the comparison and the analysis of the Integrated Marketing Communications and traditional Marketing Communications, the difference of their ralation are expatiated in nine aspects, such as the basic theory of Communications , the means of Integrated Marketing Communications , the required ability Communications, the aim of Communications and so on, and then we get the conclusion that the Integrated Marketing Communications is the traditional Marketing Communications's inherite and development. Following the six systems that the corporation ought to constitute in practising the Integrated Marketing Communications are discussed. The six systems are: the view system of Integrated Marketing Communications, the organization and department system of Integrated Marketing Communications, the image system of Integrated conpang , the contact constitution system, the information based on the database interlinkage system, constituting the strategic and financial Integrated Communications's close and circular appraising system. It is important that the six systems should be constituted and consummated unremittingly and the five principles (the main is Communications, the core is constituted the brand, exactly understand the value aim, the all and the one attendance, emphasizing the executing ability) impenetrate at the same time. Only from this, corporation can really practice the Integrated Marketing Communications which emphasize "consumer is the core" from the traditional Marketing Communications which emphasize the production and sale, and constitute long period cooperating relation to the interrelated benefit colony, in which brand is the ligament. Only from this, corporation can stand a good place in the competition, and preserve a favourable base. Two basic question of the corporation development, resource deploying and corporation alliance, are also discussed from the Integrated Marketing Communications constitute, which presents a best and scientific method to solve the development problem of the corporation. In the third part, the basic means and some important problems of the practice of Integrated Marketing Communications, which are summarized from the case of the two writers'...