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The conception of IMC (Integrated marketing communication) was put forward at the firsttime about 15 years ago, and has a relative short history. But there is no doubt that it’s one of themost important developments in the marketing domain. It has brought a revolution for marketingconcept. Now enter us into new era. Due to the development of Internet technology anddata-base technology, the marketing environment has also changed a lot. At the same time,people attach more and more importance to the value of Brand. This situation claims ourattention. This thesis will aim at above-mentioned essentials, and analyze the IMC.Part One: Exordium, asks the question of research.Part Two: Overview of IMC. First, the concept of IMC is mentioned. Second, the principleand model of IMC is put forward on the basis of the stakeholders and interest groups. Third,research the measure for our enterprises. Then the four levels, that the enterprises need to follow,and the effect are mentioned.Part Three: The plan of IMC strategy and Media choice. Whether IMC could be smoothlycarried out depends on the level of the integration of the marketing tools. In addition, in theprocess of IMC, the enterprise could meet the problems in media planning. Part Four: The execution, assessment and auditing of IMC. First, analyze not only the fourfactors, which have influence on the execution of IMC, but also the related resource, people,organization, and management. Second, the effect and the process are evaluated. Third, how tocontrol and audit IMC are mentioned. Part Five: the IMC practice in enterprises. The IMC practice in Digit always Informationand Culture Development Co., Ltd. is interviewed.
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