A Study On E-IMC Marketing Model From OEM To OBM

During32years of reform and opening up ever since1980, a number of OEM enterprises (Original Equipment Manufacturing) emerged in China. Although many of them are the world top brands’ factories, who’s made "Made in China" known worldwide, still they are basically at lower value added parts of value chain. The main reason of such weakness is lack of original design and original brand manufacturing. In recent years, an increasing number of OEMs has begun to face new challenges in establishing self-owned brand, however, a professional, fast, low-cost and effective self-owned brand marketing strategy which has been one of the biggest weaknesses in Chinese domestic enterprises upgrading from OEM to OBM (Original Brand Manufacture), has been explored by more and more OEMs through various attempts and repetitive trials. With the widespread of Internet technology which has become more sophisticated and popular in the20th century, the E-IMC (Network Integrated Marketing Communications) has become a stylish and effective network marketing model which enjoys the most extensive audience. Therefore, looking for a balancing point between network and marketing strategy through the Internet platform polymerization and various internet communication channels by utilizing "rapid spread of aggregation IT platform ","consumer-centric4C+4I features "as well as" buyer and seller interactive features" of Web2.0era can maximize both brand effectiveness and consumer value. It can establish a set of network integrated marketing models on basic of AISAS consumer behavior theory. This means significant application values to OBMs.In this thesis, the writer analyzes MaiBaoBao Co., Ltd. industrial upgrading process from OEM to OBM, the STP marketing strategies and its E-IMC network marketing model by using value chain theory of industrial upgrading, merchandise chain dichotomy theory, integrated marketing theory, AISAS consumer behavior analysis in Web2.0era, SWOT analysis and other theoretical methods. At the same time, the writer also analyzes and gives improvement suggestions to the ways by which MaiBaoBao Co., Ltd integrates its marketing resources and communication channels in accordance with the new consumer behavior characteristics of AISAS theory. The suggestions may help to improve MaiBaoBao company’s marketing performance, reduce marketing costs and improve interaction effect with maximum customer satisfaction.