The study of Integrated Marketing Communication for SMEs-A Case of Y Company in the Plastic Products Industry
| Autor: | Chin-hung Huang, 黃金鴻 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Constrained by limited resources and its own operation scale, SMEs often find it difficult to further lower its production cost and engage in large-scale investment and marketing activities. Also, most of the SMEs don’t really have an independent marketing department existing in its organization, so normally they will just allocate marketing related activities to several departments or employees and with this kind of arrangement/structure, products are then being promoted to customers. Based on the situation mentioned above, sales department then becomes the most important department within the organization. In fact, no matter SMEs are taking either sales activities or product (or service) advertisements as their marketing activities, they are actually narrowing the concept of marketing. For example, methods applied in traditional marketing activities are those such as sending out promotional letters and DM, visiting customers, and holding commercial exhibitions, which in turn points out the problem of narrowness in SMEs’ marketing channels. SMEs are highly recommended to adopt the concept of “Integrated Marketing Communication, IMC” and the methods applied in IMC to integrate resources available within the organization. IMC integrates not only the concept of marketing but also the practices applied in marketing so as to push its own effect to limits. When applying the concept of IMC, it’s also very important to manipulate several kinds of marketing tools simultaneously; in certain circumstances all the resources available in the organization are even used as one of the marketing tools. Through all the possible contact points between the organization and potential/target customers, products or service related information are systematically transferred to customers. The contact points mentioned here refer to anything about the organization, the organization’s products and service customers can see, hear, touch or feel. The motive of this research is to understand the benefit of each kind of communication tool when an SME tries to deliver related information about its own products or service to customers via different kinds of marketing channels and then based on the findings obtained in this research to help plastic industry better understand how their customers feel through different kinds of marketing channels. In the plastic industry formed by SMEs, no matter these SMEs are delivering OEM service to domestic or foreign brands (customers), the production ability that has been accumulated is already quite strong and competitive; therefore based on this production competitiveness, these SMEs now can further integrate various kinds of communication tools such as different media, communication technologies and marketing activities to promote their own products so as to improve the industry’s scarce marketing resources. Lastly, by examining the current status of the plastic industry formed by SMEs in Taiwan, this research will also bring up some proposals for the industry from the standing point of IMC and hopefully these proposals will be of any help to these SMEs. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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