整合营销传播模式下的品牌塑造研究
ABSTRACT
Integrated Marketing communication is the trend of future marketing,Which
requires us to integrateinformation we want to communicate efficiently, integrated
Marketing creator professor Sherri indicates the essence of Marketing is
communication, we even consider Marketing related action is communication, and we
have to confirm commercial action as well as the relationship between company and
customer is becoming more and more complicated. New media springs out,
communication by the way of internet is a substitute for traditional communication, this
situation leads more complicated relationship between company and customer.
Communication is effected by many factors, the period to promote brand image by the
only way of advertisement has gone, however, integrated marketing appeared inevitable,
the future competitions among companies is the competition of brand, but now we have
not got profound thought. How to build bridge between integrated Marketing and brand
shaping, and how to recognize the inner relationship between integrated Marketing and
brand, This is also the meaning of this paper.
At the beginning, paper summarizes the generation and development of integrated
Marketing, and then sum up different points and principles. Paper discusses how to get
brand promotion through the integrated Marketing way. In order to discuss deeply,
paper gives a five-strengths model to explain brand structure is a system work rather a
result of single communication factor. Paper also analyses how to fix opposite Priority
of communication factors by a system model, through this kind of analysis, we could fix
the most important factor among factors we want to communicate. In the next part,
paper discusses how to allocate resource and how to optimize system factors. At the end,
paper introduces the way to carry out integrated Marketing strategy briefly.
Key words:integrated,Marketing,communication,brand