Integrated Marketing In The Establishment Of The The Huajin Company Brand Core Value

The development of market economy brings the world into a brand competition era. As a strategy of marketing, setting up a brand is a way of making our own products outstanding in the competition, gaining long-term profit during the process of marketing and keeping our leading place in the market. The brand has become an important tool in seizing and occupying the market. In the recent years, various kinds of cars are produced, and the dissimilarities among them are much smaller than before. In order to seek the otherness among the products in the same level, a lot of car dealers begin to take the brand image as the center. They apply the IMC (Integrated Marketing concept) to strengthen the contact and communication with customers. This paper focuses on how the car dealer establishes the brand concept by using IMC.The product comes from the manufacturer, but what can the dealer provide for us? There are so many chain stores of the same brand in a city. How to choose depends not only on the price, but also on whether the dealer can provide us with a valuable product. This paper studies a famous car dealer----Huajin Company, providing 3s (sale, spare part, service) of A car, and its strategy on how to set up a brand to improve the company's competitive competence. As to the valuable concept of A car company's 4s store (the brand concept: The Future of the Automobile, Reliability, Durability, Safety, Innovation design; the product concept: Pioneering technology, Comfortable and Luxurious ride quality, Excellent design and processing; the service concept: International sales and service commitment, Customer care is the first priority of all), the author proposed a matchable concept for Huajin Company---the 4s store of A car: Customers always be satisfied. The detailed description of the concept is that the company is one who emphasizes on satisfying customer and...