马可波罗瓷砖imc策略规划（Marco Polo tile imc strategy planning）.doc

马可波罗瓷砖imc策略规划（Marco Polo tile imc strategy planning） Marco Polo tile IMC strategy planning 2002-10-21 17:26:25 sales and market liang fenghua jia shenghua reading 319 times Think of the IMC theory of Marco Polo The original IMC concept of Dr Schulz gives a fresh and enlightened shock and enlightenment, which is more of a practical impulse. Theory is the study of commonness, while practice should focus on individuality. Therefore, making IMC practices, according to the first of the enterprise industry characteristics, development stage, the marketing level to localization of theory, make it suitable for enterprises development pace, service in the enterprise the management goal, and not to ignore the status of enterprises, airborne troops, major surgery, a complete reversal of the operation of the past. As Chinese companies, we need to master the concept and essence of IMC, combined with the characteristics of our sublation and innovation, and then to operate in the form of localization, cannot completely follow, parrot. Marco Polo is one of the leading brands only beautiful ceramic belongs, since 1997 to import brand management, successful implementation of the vendor integration, cooperation for a long time, small market, share and run-off market terminal marketing strategy, laid a matte tile restoring ancient ways is the market leader position in China, its marketing level is leading in the industry. Jian-ping huang, but the two main leaders within the enterprise advocate cultural marketing, the Marco Polos product development, marketing and other branded with the culture of imprinting, deep, persistence, thoughtfulness, Marco Polo profound cultural foundation. But as with many enterprise, Marco Polo in the marketing work also has the problem of insufficient artistry too thick, scientific, overall, is still in its marketing diagonal dominant stage channels. The main manifestations are: (1) random and chaotic external communication; (2) hysteresis of internal comm