The Integrated Marketing Communications Planning Of Shanbay Reading Camp

By summarizing the results of the product upgrade and dissemination trials conducted in the second half of 2017 of the Shanbay Reading Camp,the author finds that the Shanbay Reading Camp faces problems in the dissemination and market:the object of dissemination is ambiguous,communication efficiency is low,and sales conversion is extremely low.Based on this,the author combined data from the Shanbay Reading Camp and supported with third-party data to analyze and summarize the target audience of the scallop camp.The main audience is 22-27 years old women,27-32 years old women,and the secondary audience is 18-22 years old female college student.At the same time,it will conduct media analysis of competing products in the "MintReading",a direct competition product of Shanbay Reading Camp,grasp the competition product launch strategy,further verify the analysis of target users,and provide reference for the follow-up 2018 annual Shanbay Reading Camp’s communication strategy and guide.In the first half of 2018,Shanbay Reading Camp integrated marketing communication in three stages of consumer habit capture,consumer emotional linking,and consumer behavior conversion.Wechat,Weibo own app multi-channel cooperation,and ’flower plus’ for brands cooperation,custom IP products jointly released,forming a combination of dissemination and promotion.The assessment of the integrated marketing communication will also be based on the assessment of the 2017 media placement test.Combined with the "WeChat purchase funnel model" and the "media ROI calculation model" to evaluate and summarize.