Research On "We Media" Marketing Based On Integrated Marketing Communication Theory And Its Influence On Consumers' Purchase Intention

With the rapid development of mobile Internet technology,the coming of the era of information explosion,traditional media "from top to bottom,to a point opposite the"way of spreading gradually as they have no longer to be dominant.People are more willing to be the sender of information on various media platforms,"two-way interaction,face-to-face" in exchange and dissemination of information.As a result,the word "We media" has become popular in recent years.But while compared with the traditional mass media,the media has a populist,strong interaction,the cost is low wait for an advantage,but about enterprise how to use the media to carry out effective marketing activities,and how to avoid risks in the media marketing,embodies values,both at domestic and abroad research is very insufficient.How to grasp the pulse of the media era and stand out among many competitors is an urgent problem to be solved by the academic circle and the enterprise.Integrated Marketing Communication is in the 1990 s by northwestern university professor Don E.Schultz and collaborators in this paper,a highly operational Marketing theory,in recent years,the theory of Integrated Marketing communications in domestic has gained widespread,because it is with the development of the Marketing practice of a concept,therefore the connotation of the concept in the development.The author exploratory combined integrated marketing communications and the media marketing,hope the media to the application to carry out marketing activities of enterprises to provide some reference,at the same time for the development of the theory of integrated marketing communications in China.Based on integrated marketing communications theory,this paper analysis the media marketing process,constructs a model of integrated marketing communications theory since the media marketing,and on this basis,the easier to quantify the consumers' behavior can be converted to purchase intention,combined with the feature of the media marketing itself,since the media marketing factors affecting consumer purchase intention model,and then to variable is defined,and put forward the research hypothesis.Based on the previous research,this paper has developed a maturity scale,which combines with the author to supplement the marketing characteristics of the media and design the questionnaire.Research through an analysis of the questionnaire item rationality after an official investigation,after get valid data through mathematical analysis data and the theoretical model fit,analysis hypothesis is set up,and finally summarizes the media marketing influence on consumers' Purchase Intention,the following conclusions:(1)Consumer Purchase Intention is positively or significantly influenced by consumers' shopping decision style and the correlation degree of media channels and the related degree of marketing content.(2)Individual consumers shopping decision style,since the media credibility,and since the media marketing strategy characteristics of active interest,interaction,product availability,and the economic interests of the four factors are the correlation between the two positive and significant influence factor.(3)In addition to directly influencing the purchase intention of consumers,the correlation degree of media channels also has a positive influence on the correlation degree of marketing content,thus further affecting consumers' purchasing intention.