The Application of Integrated Marketing Communication on the 3C chain store : the case study of E-lifemall corporation

• Main Authors: Hsueh-yu Lee, 李雪玉
• Other Authors: Kuo-Liang Dai
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/61561405355622480332

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 94 === As the 3C chain stores put their main competition trends toward the tactics of large-sizing and low-pricing, the decisive battlefield has been gradually moved to the brand, service, and personnel quality. In the recent years, the E-lifemall Corporation, established for 30 years, not only has turned from loss to profit, but also burnished the brand of “E-lifemall” with its innovative marketing activities. The E-lifemall Corporation did not blindly follow the conventional market competition trend, yet created an outstanding value of corporate brand through the use of integrated marketing communication based on its corporate core value and marketing strategies. The research has been made in view of the case study of the E-lifemall Corporation, discussing how it developed the strategies of integrated marketing communication, which resulted in successful application effects and finally produced a brand linking with consumers. It is desired, through the case study, to derive the key factors of successful application of integrated marketing communication for the 3C chain store industry, and accordingly to provide typical reference for marketing strategies. From the case study of the E-lifemall Corporation, to explain the key points of how the 3C chain store industry successfully applies the integrated marketing communication, it can be concluded with five aspects as illustrated in the works of Sun Tzu, “The Art of War,” namely: Moral cause: common conviction cherished and carried out by the employer and employees. Climatic conditions: demand of consumers under the trend of the times as considered by the executives. Terrestrial conditions: evaluation on and response to environment with effective use of communication media. Generalship of commanders: leader’s intelligence and prestige for making strategic policies. Organization and discipline: assigning and training of highly-qualified personnel.