International marketing communication in mobile phone industry: with special reference to chinese market

The purpose of this study orients to the discussion of the applicability of Integrated Marketing Communication (IMC) in Chinese market, typically in the music mobile phone industry which occupies the noticeable proportion of contribution to the overall market share within the whole product category. As IMC is aiming at realizing the effective and efficient brand marketing communication basing on the target consumers’ needs and wants, the Consumer Behavioral Characteristics (CBC) in local market is necessary to be summarized. The author carries through the discussion starting from the literature review of consumer behavior science and relevant IMC theories. Basing on the theories, the questionnaire investigating in the consumer behavioral tendency and responses to the current adopted marketing strategy is carried out. Then grounding on the analysis of the questionnaire results as well as the concerned theoretical sources, performance of IMC in its target market is evaluated as the main goal of this study.