The Relationship Between Brand Communications And Network Marketing From The Perspective Of4A Company’s Development Path

As the leader group of the advertising industry,4A companies brand communication planning and integrated marketing represent the most advanced level of advertising industry, but due to different understanding of integrated brand communication theory,4A companies chose different paths of development. Therefore, should advertisement communication be focused on brand or on marketing? Why integrated brand communication theory is too pedantic to be popular? To answer these questions, the paper has analyzed typical cases of integrated brand communication planned by4A companies, and discussed a wider application of integrated brand communication theory in comparison with network soft marketing theories.The paper has utilized multiple-case analysis to compare corporate practice and relevant theories with comparative analysis. The paper has also made vertical comparison of trends in time sequence, and horizontal analytical comparison on competitors in the same industry. The paper has used polygonal confirmation in the analysis of innovation.The paper has revealed the similarities among4A companies, described their common characteristics in scientific management from six aspects, and analyzed the three typical development modes of domestic4A companies. Special focus was put on the case of COFCO’s "In Grain Production Teams" which is considered to be a good example of marketing significance, combing the innovation the consumer mixed of brand communication and brand experience, word of mouth communication, pre-purchase consumer expansion, and brand promotion with by-products. Three stage-comparison is made to the new model and word of mouth communication by defining the preliminary and advanced network market stages. Therefore, based on case studies, a complementary model is given to the theory of integrated brand communication in a network environment, which is to enhance brand value by combing brand communication, network marketing and integrating internal resources.The paper also provided the answers of the previous questions.9charts,6tables, and quotes from45references have been included in this paper.