Integrated Marketing Communication Research Of Millet Company

After the twelfth session of the Third National People’s Congress was held, Li Keqiangpremier proposed the "Internet+" action plan, media as being "of the Internet industry to anunprecedented new level." It represents a new economic form, that give full play to theInternet in the social economy, enhance innovation and productivity entity industry. And a fewyears ago when the Internet began to penetrate into thinking just fields, millet company beganto get involved in the field of intelligent hardware, breaking the previous hardwaremanufacturers by the traditional monopoly, and have achieved good results. Millet companydiffers from the traditional manufacturing enterprises in, it understands the Internet channel,the Internet Thinking in marketing communications, created obvious characteristics of astrong brand, not only to the unique way of marketing communications, but also for itsexcellent product performance in the field of intelligent hardware devices dominate. Thisestablishment is just a short four years, but the valuation has reached$45billion technologycompany in China’s annual economic figures and on the US "Fortune" magazine’s successfulentrepreneurs-under the leadership of Mr. Lei Jun, caused a global within the scope of Theresearch boom, its marketing mode of transmission has become a hot research scholars,sparked academic discussion.Internet business integrated marketing communications, and traditional business isdifferent, millet company as one of the cases, is having research value. Millet productscompany’s earnings are not typical Internet virtual product, but a series of hardware, but itssales method relies on the new media of the Internet as the main position, playing a few yearsof Internet social media campaign, and as the current Chinese mobile phone One of the mostpopular brand in the consumer market at the end of2014shipments even more than theworld’s mobile phone giants-Apple, the world’s largest volume supplier of mobile phones. Sothe study of such rapid development of rookie’s integrated marketing communication strategyis very instructive to other companies with strong reference value.Research methods used in this paper, including: model, case studies, literature study,lessons learned and the like. Through these methods, comprehensive and thorough understanding of millet integrated marketing communication strategy, and draw themspread significance.Through research, from the perspective of integrated marketing communications theoryto summarize some of the unique method of millet companies in brand communication. Bycorrelation model, you can come up with millet macro environment facing companies andsimilar enterprises, and analyze its response strategy, from development to predict the future,we found potential problems, and put forward valuable strategy. Through these studies, butalso summed up the millet in brand communication in the sense authenticated communication,the toolThere are enterprises in the Internet genes spread the brand message has typicalcharacteristics are summarized in order to produce reference to other companies.In the end of the study, the author summarizes the millet company appears in the processof rapid development problems and weaknesses, and made recommendations accordingly.