Integrated Marketing Communication Strategy In China's Household Electrical Appliance Enterprises

"Integrated Marketing Communications(IMC)"is still a very new thinking methodin China, At present, Chinese scholars on marketing researches as well as employeesin advertising industry have different and intermingled point of views on IMC, Theiropinions on the probability and necessity for Chinese enterprises to carry out IMCplan are also undefined and ambiguous. As a matter of fact, IMC strategy practicingextents are different from enterprises in China 's various industries. Among thoseenterprise, China's large home appliance manufactures have been provided with theconditions of practicing IMC strategies. Therefore, it's high time for them set up theirbrand assets by using differential advantages created by IMC strategies to obtain theadded values of brands and to improve their profit abilities. Those systematic andfruitful achievements on IMC theory studied by the American marketing scholars canbe our good references. Besides these, successful IMC practices carried out by thosemultinational companies provide a lot of precious experience for us.On the basis of IMC study literatures from both foreign and domestic scholars inrecent years, this paper's theoretical part circles the definition of IMC, summarizesthe origin and evolution of IMC theory, introduces planning model of IMC andpracticing effects as well as the functions in marketing campaigns and company corecompetence improvement. The reasoning part of this paper analyzes the currentsituations and problems China's home appliances manufactures(Guangdong KelongElectrical Holdings Co,Ltd;midea company)have, and at last, put forwards IMCstrategies in order to help with those manufactures creating stronger Chinese brandsas well as establishing stable basis for international market expansion.