Study On Online And Offline Marketing Communication Integration:Based On Building Brand Image

The developing of information leads to audience fragmentation and diversified channels. How to integrate all kinds of online and offline communication tools to deliver clear consensus brand image becomes an important topic under discussion for theoretical research and marketing practice. Selecting effective online and offline communication mix and integrating brand information have a big significance for improving brand image.We use content analysis to make up the messages about the communication tools used by the mainly china smart phone brand. The major brand communication tools,used by the smart phone brand in china market,are store experience、 television advertisement brand community and internet video advertisement successively. Then using the four communication tools as the research object, this article sets up conceptual model and research hypothesis about the influence integrating the four online and offline communications to brand image. It bases on document research、 brand communication theory、brand management and cognitive psychology. The research data is collected by questionnaire inquiry and experimentation. The data are disposed by factor analysis and variance analysis. It finds that,first, for brand image-building, multiple communication tools are better than single communication tool, but it is not the more, the better. For example, the influence of the brand image of the mix with three is not completely better than the mix with two; Second, online and offline communication mix has stronger influence than offline communication mix on brand image-building; Third, under the condition of two kinds of communication tools, the mix of television advertisement and brand community has stronger influence on brand image-building than other mixes; Forth, under the condition of three kinds of communication tools, the mix of television advertisement、brand community and store experience has stronger influence on brand image-building than other mixes.After the research of online and offline communication tools mix, this article compares the brand communication tools and brand information integrating strategy of the online and offline brand communication tools used by Gaxlaxy and Coolpad. In the process of the research, we find that the brand communication tools used by order. The enterprises use television advertisement firstly, internet video advertisement secondly, store experience thirdly, brand community lastly. The television advertisement adopts the sign type, when used with brand community it adopts change type of information strategy. The internet video advertisement adopts the change type of information strategy. The store experience adopts the behavior pattern of information strategy. The brand community adopts the relationship type of information strategy. Television advertisement and internet video advertisement work for telling the brand and establishing brand relationship. They guide the consumer to participate to brand community and store experience. The brand community and store experience remind the people of the content of television advertisement and internet video advertisement. And they make strengthening the brand information.