| The rapid development of modern society, science and technology and the mutual imitations of marketing strategies among companies lead to even fiercer market competition. Enterprises therefore are forced to abandon their obsolete traditional sales models and adopt new strategies so as to defeat their opponents home and abroad. For this reason, A new marketing theory, the Integrated Marketing Communication theory, is developed by Western Scholars. The main idea of this theory is that enterprises formulate an uniform marketing strategy through effective communications with their consumers, together with the full use of various means of communication.This article begins by a brief introduction of the Integrated Marketing Communication theory, and then gives an overview of the Beijing CCID Info Tech Inc (hereinafter referred to as "CCIDIT") and the IT industry. Then a detailed SWOT analysis of CCIDT is provided. The article then gives an analysis of the current situation of the company's implementation of the Integrated Marketing Communication theory from the company's organizational structure, enterprise culture, marketing segmentation, service quality, resources integration and brand communication by comparing the theory with the company's current situation. After that, the existing problems of the company are spotted and some measures are proposed so as to make improvements on the company: We should establish a customer-oriented enterprise culture and organizational structure, focus on our core products and follow the trend of the IT industry on the basis of market segmentation, provide customers better services so as to enable them to enjoy more customer delivered values, exploit IT and database resources so as to ensure better communication, integrate social resources so as to create a better environment, and make full use of the communication resources so as to make CCIDIT a renowned brand. Finally, a summary is given as a reference for the company itself and also other IT companies. |
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