Celebrity Pocket Pc Integrated Marketing Strategy

This paper is a case study of marketing, which concerns how the enterprises carry out Integrated Marketing Communication and the active role of Integrated Marketing played in the formation of brand and the realization of marketing achievements. It includes four parts: introduction, case, analysis and conclusion.The introduction generally introduces the development of PDA and Meijin Computer Company, clarifies the purposes and the significance of this paper, and elaborates the Integrated Marketing Communication.The case describes a series of competition between Meijin and Shangwutong from 2000 to 2001 in the fields of product research and development, price, place, advertisement and promotion, illustrate how Meijin has successfully challenged Shangwutong when in weak position of market percentage and brand influence, and vividly reappear how fierce the commercial war is in those years.The analysis focusing on the challenging process, in which Meijin employs Integrated Marketing Communication to defeat Shangwutong, particularly analyzes several cases, Summarizing the technique of meijin's successful application of Integrated Marketing Communication, it provides some experience and reference for other enterprises.The final part concludes the former analysis, and proves the correctness and practicability of Integrated Marketing Communication theory. It offers some advice for the application of Integrated Marketing Communication.Consequently, the reasonable and well-planned Integrated Marketing Communication is helpful to the enterprises' long and stable development, which actively promotes the formation of enterprise brand image and the realization of marketing achievements.