The Research Of Motorola Mobile Phone’s Integrated Marketing Communication Strategy Of Above The Online And Below The Line

With the progress of global economic integration and scientific technology, the theoretical system of integrated marketing communications is being adopted by more and more enterprises. Don E. Schultz,"the Father of integrated marketing", thinks that the main idea of integrated marketing communications is to unify all communication activities related to enterprise marketing. As the rapid development of the Internet, the ways and means of marketing communication is innovating constantly, especially online marketing communication is being adopted by some enterprises. Market competition of China’s mobile phone industry is becoming fierce; meanwhile the rapid development of the Internet and e-commerce also has brought huge impact to traditional mobile phone marketing communications. Although some mobile phone manufacturers have started to use above the online marketing communications, they ignore below the line marketing communications and they can not be taken into the two methods account, therefore the results of marketing communications are unsatisfactory.This thesis is based on integrated marketing communication, above the online and below the line communication theory. Detailed analysis on the problems of Motorola mobile phones in the marketing communication process, and put forward integrated marketing communication strategy of above the online and below the line communication. This strategy allows Motorola mobile phones to better promote its brand, achieve the purpose of marketing communications, lock the old users, develop new user, and attract potential users. It will enhance the effect of the Motorola mobile phone marketing communications to promote the sales of its mobile phone. Because some other mobile phone manufacturers also have the similar problems with Motorola in the marketing communication process, there are, so hope that above the online and below integrated marketing communication strategy of Motorola mobile phone will provide some lessons to domestic mobile phone manufacturers.