Analysis Of Integrated Marketing Communicationstrategy Of COFCO Kinde Chocolate

In today’s rapid development of commodity economy, proliferation of various marketing tools, how to improve the effectiveness of various marketing strategies, achieve 1+1>2 results, industry and academia has been exploring the issue. With the development of theories, "integrated marketing" concept gradually appeared in sight. The essence is: to make scientifically integrated marketing plans, corporate internal and external resources, maximize the advantages, thereby providing access to integrated marketing brings enormous benefits. In the early 1990 of the 20 th century, the IMC has relevant theory into China. Today, our business is often talked about "integrated marketing communications", but a large part of the enterprise will mechanically IMC theory in practice, lead to less flexible, dealing with a real problem. IMC is a methodology, applying to any of its methodology, it all boils down to practice, as "integrated marketing communication" theory was not based on market experience to practical results, and does not take into account China’s market special situations, leading to the theory in practice, pandemics. So how do you selectively this theory, dynamic "foreign things serve China" have been put in front of Chinese enterprises one of the biggest challenges. Contact IMC theory of Chinese enterprises barely 20 years, theoretical research and knowledge, and use a lot of deficiencies, which some COFCO Le Conte chocolate hampered Chinese enterprises of this kind in the face of how the pace of implementation of integrated marketing communication.This paper first of all proceed from objective reality, looking for the IMC is not well studied why use, proposes to study the main issues. Secondly, in the basic theory and the Foundation on the basis of knowledge, and summarize, contact theories research method of science, explore the present situation of development of integrated marketing in China., Then with COFCO Le Conte chocolate company, for example, a SWOT analysis, understanding of enterprise’s development situation, and found on the basis of its main strategies using integrated marketing, analysis of strategies used by deficiencies. Finally, the article from the perspective of 4PS Le Conte’s integrated marketing strategy to improve relevant recommendations, summed up the full text at the same time. COFCO Le Conte hopes to pass on the company’s analysis, applies relevant integrated marketing strategy for enterprise development, thus contributing to integration of similar businesses marketing applied in practice, provide some reference.