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Integrated Marketing Communication Research of Dalian Sanyo Refrigeration Co.

Author: ZhaoPeng
Tutor: WuZuo
School: Lanzhou University
Course: Business Administration
Keywords: Market integration Brand value Marketing Communication
CLC: F426.6
Type: Master's thesis
Year: 2011
Downloads: 135
Quote: 0
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Abstract


Enterprises are to long survive, not only to compete with each other in this country, but also must be taken abroad, and actively participate in the worldwide competition. Rely solely on traditional technology, quality, service competition is not enough, we must be innovative, to achieve a breakthrough to an invincible position in the competition. Dalian Sanyo Refrigeration Co., Ltd. in the 18 years after its establishment, step by step, from weak to strong, and ultimately lead the central air-conditioning market is going to become the industry leader. What is the strength of a little-known small business can scale development today? Article first introduces the Sanyo background, business goal is not just to get maximize profits at the same time with the optimization of the Earth's environment, for the benefit of human life \Then introduce integrated marketing communications relating to the theory, integrated marketing communications is a unified enterprise marketing related communication activities. The central idea in business communication with customers to meet the needs of customers value-oriented, to determine enterprise unified promotional strategy, coordinated use of various means of communication, the advantage of the different communication tools to enable enterprises to achieve low cost promotional formed of high strength impact promotional climax. With profound analysis of integrated marketing communication theory Dalian Sanyo Refrigeration Co., Ltd. marketing, summed companies only integrated marketing communication theory and approach to business enterprises, combined with a policy to get out of a different road to success, the results of this study on Other enterprises learn from the positive significance. Finally, integrated marketing communication Sanyo outlook, and strive to achieve a breakthrough, innovative, and to provide a reference for the future development of industries and enterprises. Enterprises are to long survive, not only to compete with each other in this country, but also must be taken abroad, and actively participate in the worldwide competition. Rely solely on traditional technology, quality, service competition is not enough, we must be innovative, to achieve a breakthrough to an invincible position in the competition. Dalian Sanyo Refrigeration Co., Ltd. in the 18 years after its establishment, step by step, from weak to strong, and ultimately lead the central air-conditioning market is going to become the industry leader. What is the strength of a little-known small business can scale development today? Article first introduces the Sanyo background, business goal is not just to get maximize profits at the same time with the optimization of the Earth's environment, for the benefit of human life \Then introduce integrated marketing communications relating to the theory, integrated marketing communications is a unified enterprise marketing related communication activities. The central idea in business communication with customers to meet the needs of customers value-oriented, to determine enterprise unified promotional strategy, coordinated use of various means of communication, the advantage of the different communication tools to enable enterprises to achieve low cost promotional formed of high strength impact promotional climax. With profound analysis of integrated marketing communication theory Dalian Sanyo Refrigeration Co., Ltd. marketing, summed companies only integrated marketing communication theory and approach to business enterprises, combined with a policy to get out of a different road to success, the results of this study on Other enterprises learn from the positive significance. Finally, integrated marketing communication Sanyo outlook, and strive to achieve a breakthrough, innovative, and to provide a reference for the future development of industries and enterprises.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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