The Study Of Microblog Marketing Based On Integrated Marketing Communications

After entering the 21st century, has achieved the integration of the global market, competition, coupled with the rapid development of Internet, the marketing theory is also quietly changing. Integrated marketing communications theory with the development of the market, it combine a variety of marketing methods, in order to communicate to the consumer the accurate marketing information, make the enterprise the information could be focused on in vast amounts of information, attract more consumers. Microblog as emerging forms of social networking, although started late in China, has widely welcomed by the public, and domestic enterprise also began to use microblog this platform for enterprise marketing.Article aims to fully learn from domestic and foreign scholars for integrated marketing communications and microblogging marketing related research results, the integrated marketing communications and conduct the thorough research to the microblog marketing. Articles on both the advantages and characteristics in today’s marketing environment are analyzed, and puts forward three integrated marketing communications theory based on microblog, namely the theory of marketing, public relations, network marketing theory and the theory of relationship marketing, Analyzes common problems in microblog marketing activities, and finally briefly build microblog marketing strategy based on integrated marketing communications system, the enterprise can do marketing goals, selecting appropriate platform, combined enterprise microblogging operations, marketing strategies and marketing effect evaluation of the five steps to carry out the microblog marketing.Article points out that the emergence of integrated marketing communications and development has its historical inevitability, and the emergence of microblog marketing makes the integrated marketing communications "luxury". In today’s information age, the enterprise in the marketing activity, only make full use of the following advantages:integrated marketing communications theory, to grasp the customer demand,24 hours a full details concerning customer cost whole process, all-round contact with the customer, and customer satisfaction, can timely grasp the demand of the market, close to businesses and consumers in the distance, make the enterprise will not be abandoned by the development of the market; For the microblog marketing is a new thing, it spread with its unique characteristics, such as seedless, fissionability and full-time nationwide, etc, has brought information dissemination in today’s society upside down, also in the new market environment for the enterprise provides the opportunity to gain a competitive edge. Therefore, the enterprise should fully use integrated marketing communications theory, on the basis of the microblogging marketing actively, to gain a foothold on the market in the future.