Construction Of Integrated Marketing Communication Model Based On Customer Value

Since the 1990s, China's market environment have changed dramatically. Three driving forces - information technology, branding and globalization - impel the organization to integrate several operation tactics, including marketing communication. Therefore, it is extremely important to systematically demonstrate and rebuild the theory of Integrated Marketing Communication, as well as analyze and conclude IMC's systematic solution project, strategies and tactics. It will provide Chinese enterprises' IMC practice operable models and methods.This paper focuses on how to implement the IMC based on customer value by using the methods spanning multi-subjects and multi-areas, such as Information Economics, Management, Communications, Marketing, Public Relations, and etc. It has three possible theoretical innovations. First, improve, innovate and rebuild the theoretical model of IMC, as well as analyze and conclude the theoretical model of IMC's meanings both in theory and practice. Second, build the systematic solution project and analyze the feasibility of IMC's theoretical model from the view of customer value. Third, provide Chinese enterprises' marketing practice operable models and methods.Chapter One briefly introduces the purpose and significance of IMC theory, and explains the research content is the theoretical model of IMC. Chapter Two analyzes and concludes the great gains and its contents of IMC's theoretical system by reviewing the representative academic findings of IMC theories in China and abroad. It also re-explains and re-concludes the five representative theoretical models of IMC, and provides supplementary analysis to the theoretical basis of IMC based on the comparative analysis of these five models. Chapter Three analyzes foundation and principle of IMC based on customer value.The core content of Chapter Four is the rebuilding of IMC model based on customer value. First, analyzes and expounds the guiding principles of modeling IMC based on customer value, then put forwards the...