Research On The Integrated Marketing Communication Of Air - Conditioning In The New Media Environment

Home appliance is indispensable to people’s life. Household income has increased since the reform and opening up. As a result, home appliance is a daily consumer goods rather than a scarcity of living. China’s large population has laid foundations for huge demand for home appliances, which in turn provides opportunities for household appliance enterprises. When the open economy has further developed, foreign well-known brands has come to domestic markets. This leads to a fierce competition.Meanwhile, marketing environment for traditional household appliance enterprises has changed. Internet-based social media has gained more popularity as a result of media fragmentation. For example, Xiaomi and Huangtaiji Pancake performed well in internet-based social media and gained market and brand recognition. Compared with these companies, marketing of traditional appliance enterprises is encountering problems such as single channel, lack of Internet spread, and lack of consumer interaction. These make their marketing less effective. So it is necessary for traditional household appliance enterprises to take up internet-based social media.This report will take Midea Group as an example, and will discuss methods for traditional household enterprises to use internet-based social media in integrating marketing. Firstly, it introduces theories for Integrated Marketing Communication, AISAS model, as well as Customer Relationship Management (CRM). It then analyzes important features of current media, and new dissemination methods like Internet, video, and mobile advertisement. Particularly, it focuses on the successful application of Weibo and WeChat. Based on these foundations, this report will illustrate and analyze Midea Group’s history, marketing strategy and results. Particularly, problems faced during the marketing integration and reasons for the problems will be diagnosed. Meanwhile, with comparison to Xiaomi and Huangtaiji Pancake, this report will provide suggestions for marketing integration.