Integrated Marketing Communication Problem And Countermeasures Of AS Corp

The development of commodity economy makes fierce competition on market, relative production surplus, similar quality makes consumer market. If one want to make long-term development, he must build brand equity based on consumer centralization. The riched medias and massive information weakened the info. effect which Corp. transferred. Consumers brand cognition come from the interaction of informations exposed to.The new integrated marketing communication (IMC) theory emphasize to build customer relationship based on consumer centralization, it pay attention to the interest of stakeholders both inside and outside the Corp., through the integration of all available resources, different marketing media and tools to strengthen the management of marketing contacts points, so that each contact convey clear and consistent brand image, to maximize the marketing effect via synergy effect of these resources and tools. Meanwhile, IMC requires using data marketing to strengthen customer relationship management and achive financial goals.This article focus on AS Corp., using structured interview and literature review methods to start the research. As Corp.’s problem falls into four categories:lack of integration of overall planning-fail to effectively integrate resources, marketing system couldn’t effectively support customer relationship, maketing media and tools didn’t play a synergy effect, marketing communication failed on contact points management.Through systematically analysis and study of marketing theories, it points out AS Corp.’s IMC strategy:Build IMC department, Build CRM system, targeted to combine marketing tools and medias. The problem of AS Corp. is the representative of small and medium-sized enterprises, through the study of integrated marketing communication strategies, the article provides reference for the vast number of small and medium-sized enterprises to develop its marketing communication strategy.