EIMC's Applied Research On The Basis Of AISAS Mode

The development of internet and the coming of new media era, have made the significant changes on the masses'information consumption pattern and consumption behavior pattern. In the internet age, consumer's consumption behavior pattern is gradually transforming from the traditional AIDMA rule(Attention, Interest, Desire, Memory, Action) to the AISAS pattern(Attention, Interest, Search, Action, Share) with distinctive characteristics of the network.In the pattern of AISAS, after the audience's attention and interest having been aroused, then they will search. The enterprise's information exposes to public in the internet age relatively, moreover, the network platform provides a favorable channel to brand consumer for sharing brand-experience. For in the current market environment, the consumers have more choices between brands, the brand selection is on the basis of more balanced information. Therefore, in the internet age, brand marketing communication activities are the combination of brand informing and brand persuading. Through the traditional advertisement and other marketing patterns for brand informing, when the audience shows the interest on the brand, they will search more information about the brand, and then supply the information-support for their brand purchasing behavior.Therefore, the internet age's brand integrated marketing communication pattern is a marketing behavior based on AISAS rule, integrating the enterprise's marketing behavior launched by multiple media and various marketing form; integrating the marketing communication effert by the uniform network platform; achieving the consumer's involving and interaction; reaching the effect of depth interpretation of the brand proposition and marketing concept. Therefore, in this system of integrated marketing communication, the network platform is the core, on the contrary, all the traditional advertisement, public praise propagation, online advertising,wireless marketing, event marketing and other marketing activities only act as the information port to inform the brand and excite the audience's interest. The audience involves the marketing activities by searching and interacts with the brand by the network platform and spreads the brand marketing activities by experience sharing to involve more consumers in the brand marketing activities.Facing with the new marketing communication environment brought by the development of the internet, new media era's coming, the generation of the new consumer and the changes of the audience's consumption behavior pattern, traditional marketing models and methods can not adapt to the development of the times. In this context, as the enterprise, how to launch the brand marketing activities effectively?This essay based on the changes of consumer behavior and the new marketing environment, to the development of integrated marketing communication as a theoretical basis, to the generation of the new consumer as market-based, to the AISAS pattern as a mode kernel, with the new medium of internet and wireless internet and specific cases, provide enterprises to develop network integrated marketing communication behavior of practical marketing communications programs.