The Research About Integrated Marketing Communication Strategy Of Iflytek Input APP

Internet application industry is no longer an emerging industry,but for the spread of the Internet applications product marketing research has always been in its infancy,literature related to this problem is less,not have been discussed.Taking Iflytek Input APP marketing communication as the research object,the Iflytek Input APP for a typical Internet application,and in the current environment,Iflytek Input APP of marketing communication is facing great challenge at the same time also had a huge development space,need further analysis of the status quo and put forward constructive Suggestions.This paper uses literature research,content,method and interview method to access research material and the analysis,and their original conclusions.The text of this article mainly divides into four parts:Iflytek Input APP present situation analysis,the Iflytek Input APP marketing communication present situation and problems,Iflytek Input APP integration research strategy.About Iflytek Input APP present situation analysis,mainly from the from the market,competitive product,user,four angles comprehensive SWOT analysis of the current situation of products,in terms of market analysis,is being squeezed from Sogou Input APP dominance of the market share and Baidu Input APP of intense competition,and demographic dividend period has ended,and at this stage of Internet marketing products competition,should avoid homogeneity ultra small and exquisite direction,and is committed to save time for the user;In terms of competing goods analysis,comparative analysis the Iflytek Input APP with the other two input method,sogou input method,baidu input method,analysis the Sogou Input APP the swimmer is manually entered,continued to enlarge,the swimmer Iflytek Input APP is voice input,voice input is im industry skills,while Baidu Input APP and voice input power at the same time;In the analysis of the user,user utilization Iflytek Input APP of each age have no obvious characteristics,Iflytek Input APP's users than competing goods is fashion,but relatively low purchasing power;In terms of comprehensive SWOT analysis of the internal advantages and disadvantages of products,and products are the external opportunities and threats.About Iflytek Input APP marketing communication present situation and problem analysis,draw Iflytek Input APP marketing communication present situation mainly adopts look for the accurate positioning,fast cut into the market,brand promotion,promotion,product operation by again to precipitation positioning,continuous marketing communication,finally to ignite detonating,by using the method of explosive event marketing.There are some problems in the process of marketing communication,due to the products inside are divided into different teams,fragmented,communication and coordination,not spread force;And marketing communication activity plan and team performance appraisal standard is not strict,repetition of marketing communication,causing false performance;Product positioning,emphasizes the voice input,but ignored the diversity requirement;A traditional marketing communication way and content often,from the new media context.Iflytek Input APP is integrated marketing communication strategy in this paper,the research results,was a key part of the article,mainly according to the Don E.Schultz's theory of integrated marketing communications from the perspective of content resource integration marketing and integrated marketing.In terms of content integration,should according to the characteristics of different user groups with accurate segregation of users,establishing group exclusive version;Should strengthen voice technology foundation,to provide a competitive point of interest,highlight voice input function advantage;How should focus on the user feedback,identify the user in the heart of brand positioning,according to user's evaluation analysis of the user's concerns with the needs of users,so as to adjust the product and the product marketing communication;Should understand the user needs and product advantages,the establishment of a prominent,the overall brand personality.In terms of resource integration,the key is to maximize the contact with consumers,brand promotion and application of marketing,network alliance promotion,promotion and product operation to promote mutual linkage in quantity,the propagation force.This paper come to the conclusion that the originality and applied,namely theIflytek im APP in the future development strategic Suggestions are as follows:according to the different needs of the young and the elderly,make differentiated version,is committed to create small and fine product;Consolidate product speech technology advantage,is committed to building personalized database,increase the rate of users' personal speech input who don't,the product of personal advantage as the pinnacle of promotion,avoiding homogeneity competition,at this stage to young people as the focus of the marketing communications users,let the young men to radiation and leading role to promote speech input;In brand marketing,will continue to voice input as the pinnacle of marketing communication,to face,skin,touch input,system,content of positive input speed in marketing communication,and for solving the problems of the system should also be given instant;Products of the integrated marketing communications needs to create a prominent,the overall brand personality,through the analysis of the emotional needs of the user and the product superiority,Iflytek input method should set a young,lively,lovely,intelligent and efficient,the pursuit of new brand personality;Should integrate transmission resources do brand promotion and application of marketing,WangMeng promotion,promotion and product in quantity operation to promote mutual linkage and propagation force.