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1.1. The definition of IMC& marketing strategy 市场策略的定义
舒尔茨西北大学的IMC的定义如下：Don Schultz of Northwestern University has defined the IMC as follows :
整合营销传播战略业务使用的计划，开发，执行和评价是协调的，可衡量的，有说服力的品牌传播方案与消费者，客户，前景，员工时间，同事和其他的目标相关的内部和外部受众Integrated marketing communication is strategic business used to plan, develop, https://www.51lunwen.org/strategy/ execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers,customers, prospects,employees,associates and other targeted relevant external and internal audiences.(Don E.Schultz,2004)

Such marketing approach use all forms of promotion to convey a consistent message and achieve maximum communication impact. It requires company to communicate with all stakeholders in a more effective and efficient way. By applying such method as ongoing strategic business process rather than take it just as a tactical integration of various communication activities, the synergy effect may be realized.

Marketing strategy is the decision being made about how to plan and coordinate the limited resources, when employing the marketing mix elements, to achieve a desired result in the markets served. ( Kotler, Adam, Denize & Armstrong, 2008)

1.2. The role IMC played in the marketing strategy 市场策略扮演的角色
The primary role of IMC in marketing strategy can be taken as promotion to customers and the trade to build and maintain brand and image. As brand expert Kevin Keller suggested,"building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets." (Kevin Lane Keller,2000) As the building and sustaining of brand equity is essential to the survive of company, the applying of IMC is to achieve well awareness, knowledge and good image of brand in a more effective and efficient way. The coordination and integration of all promotion tools may help all departments to focus on the same goal and act in the same direction to inform clear and consist emssages to customers and achieve an overall synergy effect.

1.3. Case analysis形势分析
By advertising on a wide range of media,including television, radio and megazines, the Coopers generates a large awareness of their brand among customers and convey the unique nature of products.

The public relationship may help the Coopers to win a healthy and positive image among the public.The excellent product nature may be transimited by the word-of-mouth by the "Coopers Lager Ambassador ".

The interactive marketing can also be seen in the Coopers marketing strategy. The establishment of Coopers Club may do a lot in the achievement of brand loyalty. Take the staff and customers as family members may improve their belonging of brand and maintain a long profitable relationship. The set up of museum may contribute in both brand awareness and loyalty enhancement.

The direct marketing may offer customers a customized products, such as a special packing or taste. Coopers used the direct marketing when it opened a bar at Adelaide Airport and has ‘Alehouse’ as well as ‘ General store’ which retails Coopers merchand本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。