Integrated Marketing Communications Strategy Wedding Company Under The New Media Context -Case Study Of Fujian F Wedding

Network Information technology has changed the media communication environment, the traditional one-way mode of transmission media can not meet the current needs of the development. Information dissemination and gradually evolved to achieve consumer-centered model of the key factors. Integrated Marketing Communications is currently a hot area of marketing it to consumers as the core, to create a new means of communication, the companies can use the coordination and harmonization of marketing communication tools in order to achieve consistent dissemination of information to consumers, dissemination purposes consistent brand image. Wedding industry is an emerging industry, contains a huge business opportunity, but, wedding company management are at the exploratory stage, the homogenization of products and services seriously, wedding industry lacks standards, and low quality of employees prominent problem:wedding market reshuffle imminent, new Media as the new century, " sunrise industry ", and information dissemination, information dissemination channels, content and other information dissemination had a huge impact. In the background of the rapid development of new media, wedding companies use new media to enhance the effectiveness of integrated marketing communications, in order to achieve improved quality of service, to promote the brand image and expand its market competitiveness.This study first describes the background to launch a new integrated marketing communication media research background, the significance of integrated marketing communication research status at home and abroad is reviewed. Secondly, on the basis of this study the theory that integrated marketing communication theories progress are summarized, including integrated marketing communication theory development, integrated marketing communication theory connotation and model, China’s implementation of integrated marketing communication status, etc. and summarized for the subsequent study theoretical foundation. Third, the introduction of new media concepts, analyze the new generation of integrated marketing communications media marketing; This study environment for the spread of new media age of integrated marketing communications opportunities, challenges induction, analysis implemented in the context of new media integrated marketing communications the feasibility study has laid the basis in reality. Fourth, this study wedding industry status and integrated marketing environment analysis, summarized wedding wedding industry, industry characteristics and environmental PEST analysis, based on the introduction of Fujian F wedding company case studies of actual cases, for data collection, based on field research, summarize the current Fujian F wedding company problems and deficiencies, a new media era F wedding companies implementing integrated marketing communication value analysis. Fifth, Fujian F Wedding Company SWOT analysis, based on the design of a new media environment F wedding company integrated marketing communications model, proposed F wedding company’s target customers respond to, the process of internal and external communication, corporate image and marketing concepts to integrate the target market positioning, build customer databases, integration of stakeholders, corporate image integration, the integration of marketing channels, such as the integration of media to carry out design; brand positioning, product mix, communication tools, marketing channels, stakeholders and promotional integration six aspects of the implementation of integrated marketing communication.In this study, a comprehensive analysis of the literature, case analysis and investigation Combination, in-depth analysis of the status of the wedding industry, the implementation of integrated marketing communication value analysis, propose an integrated marketing communication strategy design and implementation. However, the integrated marketing communication is not a simple task, but rather a matter of marketing, management, economics and other aspects of basic knowledge of the huge issue, although there are many domestic and implementation of integrated marketing communication and success stories, but there is no best practice mode. How in the wedding industry is more thorough application of integrated marketing communications will be to further study the contents.