Integrated Marketing

Integrated marketing not only to consumers, but also practitioners, investors, communities, the mass media, the government, the same industry as the object of interest, not to these objects: one-time integration, but staged step-by-step. At present, not only the United States, Japan, Europe and other advanced countries of the market, and the developing countries have gradually become a part of the commodity saturation and equilibrium state. The only way for enterprises to create competitive advantage is to create value through the integration of strategic communication pursued by the deletion of C strategy. The integrated marketing communication refers to the communication strategy of the enterprise in the course of business activities, which is based on the external and internal strategic view, in order to effectively communicate with the stakeholders, and the marketing communication Manager as the main body. In order to consumers, employees, investors, competitors and other direct stakeholders and the community, mass media, government, various social groups and other indirect stakeholders to carry out close and organic communication activities, marketing communications managers should understand their needs, and reflected in the business strategy, sustainable and consistent to put forward appropriate countermeasures. Therefore, we should first decide the priority of all kinds of communication means and methods which conform to the truth of the enterprise, and integrate many enterprise communication activities effectively and periodically through the management process of planning, adjusting and controlling. Integrated communication includes not only advertising and promotion, but also external enterprise communication which is oriented to enterprise advertising, public relations, corporate publicity and so on, and internal enterprises that aim at improving the morale and ownership of organizational members within enterprise organizations. First, the characteristics of integrated marketing in the traditional marketing concept, the manufacturer's advertising theme language is "consumer attention", and in the contemporary integrated marketing communication activities, the manufacturer's motto has become "please pay attention to consumers." All consumer-centric, all consumer-related activities are included in the marketing system, so that the spread of space expansion. The characteristics of contemporary integrated marketing communication are as follows: ① in the integrated marketing communication, the consumer is at the core position. ② a deep and comprehensive understanding of consumers is based on the establishment of a database. The core work of ③ integrated marketing communication is to cultivate a true "consumer value" concept, and to maintain a long-term close relationship with the most valuable consumers. The ④ is transmitted by essentially consistent information as a support point. No matter what media the enterprise uses, the information of its products or services must be clearly consistent. ⑤ is transmitted by means of the integration of various media. The process and experience of delivering brands, product categories, and any market-related information to consumers or potential consumers is seen as an available medium of communication. Second, integrated marketing operation integrated Marketing, is integrated marketing, the basic ideas are as follows: 1. Focus on the integration of the consumer as the center and all the resources of the enterprise comprehensive utilization, to achieve the enterprise's high lack of integrated marketing. Integration includes enterprise marketing process, marketing methods and marketing management, including the integration of business flow, logistics and information flow. 2. Emphasis on systematic management of the overall allocation of enterprise resources, enterprises in all levels, departments and posts, as well as the head office, childCompanies, product suppliers, and distributors and related partners to coordinate action to form a competitive advantage. 3. Emphasis on coordination and harmonization of corporate marketing activities, not only within the enterprise internal links, the coordination of various departments, but also stressed that enterprises and the external environment coordination, joint efforts to achieve integrated marketing. 4. Focus on large-scale and modern integrated marketing attaches great importance to the scale of enterprises and modern management. Scale can not only enable enterprises to obtain economies of scale, for enterprises to effectively implement integrated marketing provides an objective basis. Integrated marketing also relies on modern science and technology, modern management means, modernization of enterprises to implement integrated marketing to provide benefit protection. Third, the essence of Integrated Marketing (1) do not sell the products you can make, but sell the products that customers want to buy, and really pay attention to consumers. (2) Regardless of pricing strategy, to understand consumers to meet their needs and desires to pay the cost. (3) Without considering the access strategy, we should think about how to give consumers convenience to buy goods. (4) Do not consider how to promote, but should consider how to communicate. Four, the initial effect of integrated marketing 1. IMC can integrate all the communication programs, such as advertising, promotion, direct marketing, public relations, and so on. This value makes it easier for stakeholders to understand information. 2. The maximization of the dissemination effect appropriately reduces or integrates several communication procedures, and the organization members, business activities and organizational capabilities of the enterprise will be improved. 3. The reduction of transaction costs in the current fierce market competition, the strong demand for cost reduction, IMC's biggest contribution is to reduce business transaction costs. • 4. The integration of goal-oriented concept is to make communication with stakeholders "better and more efficient" through the market, and to shift the focus of all marketing activities and communication activities including advertising to "goal-oriented concept" as far as possible. "Integrated marketing Concept" will be the system of ideas and methods used in the marketing activities of enterprises, all aspects of enterprise marketing, various links, stages, all levels, various strategies to systematically plan and integrate. Before and after the line, up and down for the warp, left and right for weft, vertical and horizontal into the net. The advantage of developing integrated marketing in our country lies in: ① Accords with the trend of social economic development and the new requirements for enterprise marketing. ② is advantageous in allocating enterprise resources, optimizing enterprise combination and improving economic benefit of enterprises. ③ is advantageous to the enterprise to satisfy the consumer's demand better, is advantageous to the enterprise sustainable development. ④ is beneficial to the integration of concept and behavior. ⑤ is conducive to the integration of enterprises at all levels. ⑥ is beneficial to the integration of various departments of the enterprise. ⑦ is conducive to the integration of marketing strategies. ⑧ is conducive to the integration of long-term planning and recent activities. ⑨ is conducive to the internationalization of enterprise marketing. Countermeasures and measures of Chinese enterprises to carry out integrated marketing 1. To innovate the concept of marketing, we should set up the idea of big marketing, establish the concept of scientific and modernized sales, and establish the concept of systematic and integrated marketing. 2. To strengthen the enterprise's own modernized construction enterprise should establish the modern management system, to establish the modern management mechanism, including the enterprise's benefit mechanism, the decision-making mechanism,Dynamic mechanism, restrictive mechanism, modernization of management facilities, modernization of management personnel, strengthening of organizational construction, improvement of management system, attention to the scale of enterprises, and rationalization of other aspects of enterprises. 3. Integrate enterprise's marketing to the enterprise internal and external integration of integrated system integration, integrated enterprise marketing Management, integration of enterprise marketing process, marketing methods and marketing behavior, to achieve integration, integration of business flow, logistics and information flow, to achieve the integration of three streams. 4. Learn from the advanced experience of foreign countries to actively study foreign enterprises of advanced management experience, especially the management of transnational corporations, integrated marketing, such as: Cims system, MRP-II, advanced transnational management, advanced technology and means management, to carry out integrated marketing services for our enterprises. The pace of economic development has never stopped, we should fully understand the use of existing integrated marketing on the basis of continuous learning of new theoretical knowledge, understanding of new economic trends, improve their marketing concepts, so that they do not fall in the trend of the times, in order to remain invincible.