APPLICATION ON INTEGRATED MARKETING COMMUNICATION MODEL

• Main Authors: LIN, LI-FU, 林立夫
• Other Authors: KUO, KUNG-MO
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/14575839668195236801

碩士 === 國立臺北大學 === 企業管理學系 === 91 === Since Professor Don E Schultz initiated the concept of integrated marketing communication, it earned a lot of discussion and application. In Taiwan, recreation vehicles are getting more market share because of the change of life style. Automobile companies use more marketing channels and media to promote their products. The purpose of this research is to understand the application of IMC model on Sport Utility Vehicle products. The research is a qualitative case study on SUV products, using modified IMC model from former researchers’ analytical framework, such as Belch & Belch’s concept of marketing planning process, Burnett & Moriarty’s marketing mix elements: Product, Price, Place, marketing communication, Schultz’s database marketing and Duncan’s view point of stakeholders. According to those opinions, the research created a modified IMC model to analyze the marketing plan and activities of SUV products. After the qualitative analysis of the specified case, the researcher delivered the feasible IMC model and got the conclusion as below: the design of marketing organization will affect the IMC efficiency and effectiveness; IMC must start with customers; concern all related stakeholders; use cross marketing channels and media, speak with one voice to achieve the synergy. He also gave some suggestions: create a high level position of IMC function; spend more budget on Internet marketing campaign; more interaction with general motorcade.