A Perspective of Integrated Marketing Communication for Image Building of Public Enterprises—A Case Study of the CPC

• Main Authors: Fong-Chu-Hsiu, 馮菊秀
• Other Authors: 莊伯仲
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/23827634624348588423

碩士 === 中國文化大學 === 新聞研究所 === 97 === The main purpose of this research is to use CPC as a case to analyze environment changes, free market challenges, and employee behavior in public enterprises for employing integrated marketing communication to promote its image and brand. With a hope to build up its own integrate marketing communication module, this research, using case study as a tool, has conducted interviews and surveys among CPC executives and supervisors to understand their knowledge adequateness and the actual process of integrated marketing communication. Firstly, this research found that the key to successful marketing strategies rely on the leader's will and enforcement power. Since the business policies of public enterprises are toned at the top, instead of from bottom to top, such decision-making process is the best platform for an integrated marketing communication system. Taking CPC as an example, when the company faces high competition pressure, the CEO can exert his personal knowledge to fulfill marketing goals for protecting and enhancing the company’s interest. Secondly, this research found that it is quite difficult for public enterprises to work constantly with the same IMC agency due to the Government Procurement Law, forcing the company to procure marketing projects separately. We also found that, the CPC management is used to coordinating across the board for best achieving the goals of the marketing projects. The conclusions of the research are as follows: 1. Owing to the deregulation of petroleum industry, the CPC is putting more emphasis on “All-Hands-on-Deck Marketing”, “Exquisite Services”, “Due Social Responsibility” and “Sustainability” as the core values of its brand name. 2. The CPC has already employed IMC to meet the company’s marketing goals. 3. The management is equipped with IMC knowledge. 4. The Percy IMC modules are the most suitable for the CPC. 5. The leader’s determination is the key to the success of any IMC project. With such research findings, there are some recommendations for the CPC: 1. to build up a consumer-oriented IMC project; 2. to improve efficiency by employing database system; 3. to integrate horizontal marketing efforts among departments; 4. to exert influence by enhancing cross-business alliance; 5. to utilize the Internet marketing tools for better effectiveness.