The Study Of Deerway Company’s Integrated Marketing Communication Strategy In The Era Of New Media Times

The web2.0has brought an era of tremendous innovations. Traditional one-waymass medium communication is facing enormous challenges. The information is nolonger controlled by the marketers but by the consumers, whose roles are changingfrom the object to convince to the object that need to be listened and respond to.Under such condition, it makes great significance to implement integrated marketingcommunication effectively for mainland enterprises, by which would raise their levelof integrate marketing, improve their marketing structure, provide information withgood clarity and continuity, and maximum the power of communication and maintainthe brand advantages.First, This article, by analyzing the marketing status quo of the Deerway’sintegrated marketing communication and the marketing environment in the newmedia era, describes the current situation and trends of the development of integratedmarketing communications, and then, described the current situation of thedevelopment of integrated marketing in the new media era, and summed up threecharacteristics and problems which Chinese enterprises are facing to. This part alsomakes a judgment on the trend of integration marketing communication.Second, this paper analyzed the current situation and problems of Deerway on itsmarketing management. This part begins with the overview of Deerway’s marketingmanagement and analyzed its problem from the integrated marketing communicationmarketing perspective, and points out the necessity of improving the integratedmarketing communication marketing.Third, this paper analyzed the environment of Deerway’s integrated marketing communication marketing, conducted introductions of the socio-economicenvironment and industrial competition environment of the new media era, analyzedthe enterprise product line and its market demand, target market and competitivepositioning, as well as the integrated marketing communication managementsynchronization, pointed out the problems of its integrated marketing communication.Finally, this paper redesigned the integrated marketing communication strategyunder the new media era, including advertising, product packaging integrationstrategy, public relations and Products strategy and branding strategy, and put forwardsuggestions respectively from the point of strengthening the concept of integratedmarketing communication, improving and innovating management structure as wellas strengthen the ability developing integrated marketing communication channelsunder the new media ear.Deerway benefits to the concept of integrated marketing communication forguidance, strengthen the integration of the concept of marketing communication,improvement and innovation marketing organization management structure,strengthen the marketing channels of new media era of enterprise developmentintegration ability, through the integration strategy of advertising, product packagingintegration strategy, public relations and product demonstrate an effective strategy,branding strategy designed to maintain the integrated marketing communicationsneed consistency, continuity, to optimize Deerway benefits the level of integratedmarketing communications, unified enterprise external image and internal spiritualphilosophy, Deerway benefits brand in the new media environment healthydevelopment, and constantly enhance the competitiveness of the brand have asignificant safeguard and promote the role.