Application Of Integrated Marketing Communication In The Brand-building Process Of Environmental NGO Organizations

Recently with our country's economic development,environmental issues are becoming serious;therefore ecological civilization development has been taken into agenda of our socialist construction and becomes an important strategic task.Under this context,it is a commonly concerned topic on how to improve China's environment by cultivating public environmental awareness.However,the current environmental publicity approaches are far less satisfactory and effective to meet the public demands as well as social development.This essay tries to discuss how to upgrade environmental publicity by means of integrated marketing communications and how to make environmental concepts into brand products by using marketing methods,for the solution to environmental problems.Integrated marketing communications(IMC)on environmental ideas is a result of social development.This essay elaborates the history and development of both IMC and China's environmental publicity concepts,then proposes IMC strategy on environmental ideas by analyzing the characteristics of IMC.Establishing environmental concept product image and tailor cutting marketing communication approaches according to consumer needs are specified and highlighted in this essay.The product brand image is suggested to set by analyzing consumer behavior and targeting market and valuable consumer group;while in designing marketing communication approaches,it is suggested to build IMC media resources and set IMC target while by using new media and advertising to achieve the goal.