Based On The Corporate Organizational Structure Of The Integrated Marketing Communication Concept Of Recycling

The thesis is mainly search for two issues: ( 1 ) According to the three schemes of professor Done Schultz, A new scheme was got by integrating and constructing. ( 2 ) Applying the new scheme to thesis for resulting problems.The theory of Integrated Marketing Communications is raised by professor Done Schultz in 1990s, and proved is a theory of effective. The theory of IMC was transformed to china in 1997 and adopted it by a lot of company. But a lot of company of adopting IMC run into some serve difficult when they apply the theory, and the effect of applying IMC is ineffective. With regard to this problem, few of research about it had been done, and many scholars are focused on the media or method of communications. So the effect of structure of company hampering the IMC is often ignored. The character of company structure was determined by marketing plan mode. But because there are some contradiction between the marketing plan of IMC with the traditional marketing plan, so these lead to contradiction of respective company structure. Company must rebuild it for adapting traditional company structure to the IMC. Regarding to the effect of structure of company, it will be studied by overall in my composition, and by analysis the main reason of problem. Firstly the problems are studied when company prompt the Integrated Marketing Communications, and educe the thesis's introduction. By comparing the traditional marketing's plan with IMC's plan and comparing the traditional structure with the structure requiredby IMC, we confirm presently state and goal of company structure rebuilding. The conflict between traditional marketing's plan and IMC's plan is the core problem, which must be focused when we raise the resolution plan of problems according to the requirement of IMC.