Research On Integrated Marketing Communication Strategy Of BBG Chain Supermarket

With the development of the economy and society in China, Chinese consumers ’purchasing power in the corresponding increase in.At this stage, on the retail market in theworld, China has claimed a seat. Various types of supermarkets continue to emerge, Localsmall and medium sized supermarkets, large supermarket chains and multinational retailgiants in a fierce competition in the retail market in China. In order to adapt to the rapiddevelopment of the retail sector and the challenges of coping with strong strength ofcompetitors, Local supermarket chains that had developed good integrated marketingcommunication strategy should be developed in order to win more market share, in order toadapt to the changing competitive landscape. In such a context, the fixed channels ofmarketing communications mix, simple, single, non-chain Marketing Departmentmarketing communication has been difficult to adapt to the competitive market for crudechallenges, entrepreneurs will develop integrated marketing communications concept,integrated enterprise organizations within the sector, emphasis on value delivery toconsumers, in order to seize market opportunities, challenges.At this stage, China’s retail market is increasingly competitive, many companies areengaging in their own expansion in the size of, and how to effectively spread, build brandreputation is one of many issues faced by the enterprise. As customers ’ purchasingbehaviors become more rational, corporate marketing communications mix needs to becarried out by suitable choice, take advantage of various communications mix, quality ofproduct and service information to consumers, creating positive brand image. Enterprise’sdevelopment is inseparable from the effective implementation of integrated marketingcommunication strategy, it is a major concern for its operations are applied in practice. As anew communication concept of integrated marketing communication in this context cameinto being.This supermarket chain theory of integrated marketing communication, Assisted byextensive research and study information, BBG supermarket IMC marketing environmentalanalysis.Moreover, Analysis of BBG supermarket in current marketing strategy the internalstrengths, weaknesses, and external opportunities and threats, Summing up the problems inthese, then according to the BBG development of chain supermarket’s own characteristics,come up with the innovation strategy of integrated marketing communication, finally is themarketing strategy of the programmes arising from the implementation of safeguards, to promote the economic development of BBG supermarket end, realization of long, healthyand steady development of the company.This article seeks to BBG supermarket conditions of the external environment andinternal research, As the point of enterprise integrated marketing communication strategy,With the help of enterprise’s integrated marketing communication strategy design andimplementation, Analyze BBG supermarket chain in the context of the current economicproblems and challenges encountered by the, explore contribute to BBG supermarketchains to realize their sustainable development of propagation path.