整合营销传播在移动通信企业的的应用研究.pdf

Abstract After entry into WTO, the market competition that China’s telecommunication industry is facing will witness tremendous changes. Intense competition not only comes from different operators, but from foreign operators as well. With a series of international and domestic changes taking place, telecom industry in China is confronted with the issues of survival and development in adverse situations as well as ways to respond to market challenges. It urgently needs to seek for a solution that achieves maximal market profit with the lowest marketing and communication cost. In this regard, Integrated Marketing Communication is a pragmatic theory that echoes to the need. Grounded on the theory of integrated marketing communication, 4C theory focuses on the consumer. With the goal of offering customers the most appropriate products, 4C theory holds that the pricing decisions should be made based on the amount of money that consumers are willing to pay in order to satisfy their needs and desires; marketing network should be properly designed and smooth marketing channels should be constructed according to the consumers’ purchasing territory and consumer preferences; consumer environment should be maximally facilitative; two-way communication with the consumers should be strengthened and thus, mutual understanding should be enhanced. By so doing, the company is enabled to bring about a match between sale and need, thus forming a consumer-centered marketing network. This paper compares and contrasts traditional marketing theories with Integrated Marketing Communication theory. It