Midea Ih Smart Cooker Integrated Marketing Communication Strategy Research

With the rapid development of the consumer economy and the continuous upgrading of consumer demand,the homogeneity among enterprises is becoming more and more serious.Faced with such a market situation,relying on traditional marketing strategies and methods is unable to win customer satisfaction,unable to get rid of the competitors,can’t achieve long-term sustainable development requirements.Enterprises need to update the marketing strategy theory and method of iterative original,can make the enterprise in the increasingly fierce competition environment emerging market.In 1990 s,foreign scholars put forward the integrated marketing communication theory,the theory of the subject is that the enterprise should take the consumer demand as the core to build customer relationship,through the integration of internal and external resources,integration of various media and marketing means,accurate transfer to consumers brand intention,and firmly occupy the minds of consumers,enhance the brand in the consumer firm the hearts of the image,and enhance the enterprise sales.In this paper,Midea IH smart cooker as an example to study the practice of integrated marketing communication theory in the appliance market.Firstly,the paper studies the theory of integrated marketing communication and the traditional marketing theory,and studies the current situation and problems of the home appliance industry in the traditional marketing theory.Secondly,the study of the Midea IH smart cooker integrated marketing communication strategy of the case,analysis of how to through the AIDA model,marketing push and pull strategy to implement integrated marketing communication strategy.Finally,through the Midea IH smart cooker case summed up by some enlightenment of integrated marketing communication theory of enterprise of our country,must be consumer centric,unified communication caliber,using a variety of marketing communication tools,pay attention to the combination of online and offline terminal landing.Through the study of this paper,it provides a reference for the application and development of household appliances integrated marketing communication theory in China.