"Netease Yanxuan":Analysis Of Integrated Marketing Communication Based On The Different Brand Positioning

The development of e-commerce industry in recent years is developing very rapidly,after a period of rapid growth,the basic pattern of temporary electricity providers laid,however,many previously failed to attract enough attention to the contradictions and problems also appear.Based on the needs of the new and old problem-solving,new opportunities are waiting to be discovered.Some people say that this is the best of times,this is the worst of times.In the field of electronic business,in recent years the development and practice,the importance of operations has been proved,such as Alibaba's electronic business platform has always occupied the forefront of this area,and its manufacturing advantage has been its success important factors for the outside world relish.In the latter part of the development of electricity providers in the spread of excessive noise today,such as price war simple and crude marketing communication methods,as well as a single commodity piling publicity,has gradually failed to fully meet the increasingly sophisticated online shopping concept of consumption Of consumers.To high-quality goods itself as the basis for the long-term effects of the platform and brand as the starting point to the consumer as the core of the integrated marketing communication model will become a new marketing approach in the new era of electronic business.The "integrated marketing communication" the foreign vocabulary since the introduction from the UK in the typical case of marketing is not common in the domestic industries,the localization process of theory and practice need to add to some fresh and vivid imprint of the times.Out of the focus on the field of integrated marketing communications and personal interest,I entered the NetEase company chose to be a Product Specialist,while the department is a NetEase emerging business platform "NetEase YanXuan".I went through a seven-month internship participated in the company's series of integrated operational communication strategies and practices,starting with its inception.In the meantime,combining with the internal reference data,the actual situation and theory are linked to analysis.Conduct targeted interviews with relevant people.Try to explain the characteristics of its integrated marketing communication,summarize the success and failure of the Department,for the"integrated marketing communication" building blocks.Philip Kotler re-defined marketing as the brand,positioning,differentiation,as an equilateral triangle.I believe that the differentiation of positioning as a strategic choice for NetEase YanXuan integrated marketing starting point,so I will firstly clear the differentiation of interpretation of NetEase YanXuan and the mainstream business platforms positioning strategy.In this paper,the starting point for the interpretation of NetEase YanXuan in the electricity business in the process of integrating the characteristics of marketing communications,especially its differentiation with the mainstream integrated electronic commerce platforms for the positioning of the integrated marketing communication is its short half-The inherent power in the sudden emergence of an important reason.The biggest difference between the Integrated marketing communication and traditional marketing is that the audience as the center,the brand's long-term establishment as the goal.I select the brand and the audience to study IMC of NetEase YanXuan,which are the most prominent two points of YanXuan integrated marketing communications.This article mainly adopt the empirical investigation,through the internship during NetEase.As to discuss the differences between different electronic business platforms,so the full text involved of a large number of comparative studies.In the research on the integrated marketing strategy,not only involves the literature research method,content analysis method,I also adopted the empirical research to the integrity of the problem.In the stage of the effect analysis,the research methods are mainly refer to interview,questionnaire survey and comparative study.The main objects of the interview are the upper stratum,the strategy implementer and the participant.The questionnaire survey mainly focuses on the ordinary consumers and the core fans,and investigates the effect of marketing communication.The contrastive research mainly focuses on the research methods between different electronic business platforms.