| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 97 === The aim of this study is to examine the phenomenon that Integrated Marketing Communication began to bubble up in the middle of the 1980s, and then the enterprises in the 21 century have intended to transfer the 4P marketing into new arrangement of integrated marketing to design a set of integrative marketing strategies. On the basis of integrated strategies, manufactured products can be increased to the maximum of sales, and then to the best profits.
Based on the shift of business environment discussed above, the present study selects the Tasteful Life Corporative Company as the sample case and adopts questionnaires to conduct a qualitative analysis by using SPSS 15.0 as the analysis tool to examine the situation of the physical shops for the realization of the consumer conduct and consumer loyalty. And further, this study aims to find out the potential condition on manufactures of Tea Sets for the future marketing of the integration between the physical shops and visual shops.
The results of the study are presented that on the theory of Integrated Marketing, think as if you are the customer, and integrate internal process and external work to strengthen the Integrated Marketing Team, the best business opportunities and profits will be obtained in the consumer-oriented service world that includes diverse interaction, global communication, and customer-predominance. Based on the integrated marketing strategy of the Tasteful Life Corporative Company and the quality insufficiency of the products, the company be supposed to emphasize construction of the brand image to reinforce the consumer loyalty,build mutual communication service to decrease the distance toward the consumers, and purchase the Internet commercials to realize the future marketing on the Internet.
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