| A Company was founded in1997, and has been experiencing all changes in thedevelopment of the communications industry. Its Business objective is to maximize thescale of wholesale mobile phone for achieving to build a going-concern businessorganization in the environment of changed communication industry and changedconsumer’s demands. So how to seize the opportunity, position the direction anddetermine the company’s integrated marketing mode will be the key issue for the ACompany’s survival and development.Based on the research methods of comparative analysis, theoretical analysis,consumer behavior analysis and other qualitative research approaches, and combined bythe theory of marketing management, factor analysis, integrated marketing, competitivestrategy, competitive advantage and so on, the paper studies the integrated marketingmode of A company from the point of view of enterprise managers. The logical structureof the paper can be divided into the following four parts: Firstly, the paper reviews thehistory literature of the domestic and international mainstream integrated marketing theoryand conclusions, which can be a theoretical support for this paper; Secondly, this paperdiscusses the situation of A Company case, the mobile industry and the current market,and then identify Acompany’s strengths and current problems; Once again, combined withthe above problems and the current market situation, the paper come to a conclusion of thethinking, principles and objectives for the A Company’s integrated marketing mode, andthen use the case of A Company to support the above conclusion; Finally, the paperpropose A Company to change the organizational structure and allocation mechanisms,to improve the process activities and performance management etc., by which toimplement integrated marketing mode, to achieve the purpose of integrated marketingmode and build a going-concern business organization in the more competitiveenvironment of mobile industry. |
PDF Full Text Request