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Research of Effect that Promotion on Brand Build in Integrated Marketing Communication

Author: ZhaoHanYu
Tutor: WuZhaoLong
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: promotion integrated marketing brand
CLC: F274
Type: Master's thesis
Year: 2005
Downloads: 896
Quote: 4
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Abstract


The research of this paper promotion campaign is in integration sale utilization and the influence of brand construction case method, in the brand construction in promotion campaign and integration sale relation is investigated. This paper divides to first analyse some basic concepts of promotion campaign, have discussed for promotion campaign for the meaning of enterprise sale, have carried out detailed analysis according to consumer’s promotion campaign , have carried out the analysis in-depth especially various promotion means for the straight negative influence of enterprise brand construction。Have then analysed the related condition of brand construction field, have established some models of brand construction application. On this foundation, aim at Chinese enterprise brand construction mistake district, have pointed out solution channel and method. The general situation of combination integration sale theoretical development, the development that goes to IMC integration sale propagation again from 4P to 4C course, have discussed the principle that integration sale propagation takes off brand construction. In before on the foundation of stating theory, under Chinese market integration sale propagation background the change of promotion campaign and brand construction, have carried out relatively thorough analysis, Chinese sale operation and the change from international domestic sale environment and background psychology dimension degree and the development of field promotion campaign promotion campaign means and the relation of promotion campaign and brand construction three-dimensional coordination is for brand construction meaning, product life period, market share and market with same quality melt wait for that promotion moves about with in integration sale the relation of brand construction has investigated , have offered to promote this most common promotion campaign with price for main analysis case. When competing increasing fierce market in, a lot of companies have no deep the correlation that realizes promotion campaign and brand construction, promotion campaign and the explanation according to classical theory are for brand construction mainly with negative effect, since specific enterprise sale practice is seen , promotion campaign is complete may play the part of the effect of complete front for the brand construction of enterprise, try hard for this theory and reality appearance deviate from perplexed make certain explanation, is the intention place of this paper.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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