Research On The Local Practice And Value Of Innovation Within Social Media Integrated Marketing Communications (IMC)

Ever since 1978 reform and opening up, China has completed the path of market economy in three decades while the capitalist states have spent three centuries.it could be foreseen that in the near future, China has a "leapfrog" development opportunities and may go beyond the Western companies. As integrated marketing communication has developed today, China may develop an entirely unique way of Chinese integrated marketing communication. However, the key to this success is not beyond the upgrading. of product quality or low-cost strategy, but rather the ability of integrated marketing and brand convincing.On the other hand, Internet users in China in 2015 is expected to reach 840 million, network marketing is not only the means but the air you and I live in, and then to become our second life. Online media no longer flatters traditional media, on the opposite, traditional media led by the mass media have increasingly become the accessories of network media. So as a marketing worker, we either survive by transforming network thinking, or drown by the network waves. Not only information, knowledge but our time and energy exist in the form of fragmentation, and fragmentation time has come. With the Internet and information technology advances, it has become increasingly easy for people to create their own pictures, text, video and audio content; traditional media has eliminated. Nevertheless, the concept of 4P marketing covered by traditional marketing (product, price, place, promotion) continues to play its basic function, but the new social media marketing (social media marketing SMM) has gradually formed a new marketing idea 4C, which is content, Context, connection and Community. Social media development today has completely changed the consumer's shopping decision making process. Relying solely on traditional marketing techniques is more and more difficult to obtain the trust of consumers. Hence, what we need to do is perhaps to find out a new path in hardship.This article discusses in detail the local opportunities and problems encountered by the traditional theory of integrated marketing communication in China, and the research on local practice and innovation in the promotion of integrated marketing communication. Through the research, it further empirically summarizes the demonstrated significance of the local company's future integrated marketing communication strategy academically.