Research On The Integrated Marketing Communication Strategy Of "Changxiangdao" Rice In The Internet Age

Chinese society has entered the Internet era,the market has undergone earth-shaking changes,brand communication has also produced new changes.Food products are agriculture-related products with unique commodity attributes.They are daily necessities(staple food)of people.However,with the change of food consumption structure of residents,staple food consumption is developing towards refinement and high-end.In the face of the new market situation in the Internet era,the brand marketing mode of food enterprises can no longer rely on the advantages of the past product quality,need to in-depth analysis of marketing practice experience,and timely scientific adjustment and effective promotion.It is an effective way for grain enterprises to upgrade their brands and enhance their brand assets to formulate and implement brand marketing communication strategies that keep pace with The Times.The main brand "Changxiang Rice" has been sold in Shenzhen market for nearly 10 years.Its influence is weaker than that of enterprises in the same industry,and its profit is low.In particular,it is difficult to create more benefits for enterprises in recent years.With the development of Shenzhen's economy and the improvement of its income level,consumers pursue a higher quality of life and have a greater demand for refined and deeply processed grain products,as well as products and services of grain products.In view of this,the management of Shen Liang Duo Xi rice company proposed to strengthen the brand marketing of Shen Liang Duo Xi and improve the sales performance of the enterprise.This article with its flagship brand "Changxiang Rice" the p5 rice rice fragrant flowers,for example,further study of the current situation of brand marketing,and put forward targeted marketing communication strategy to promote brand awareness and influence,driving food much pleased the edible oil brand in retail market brand effect,so as to promote enterprise's sales target.This article according to the theory of integrated marketing communications,combining with the characteristics of the age of the Internet marketing communication and thorough investigation and study "Changxiang Rice" brand marketing present situation,and compare the same or similar products of brand transmission case,find out "Changxiang Rice" marketing communication work problems and core pain points,mining rice the characteristics of the product,formulated based on the Internet and social media means "Changxiang Rice" the p5 rice fragrant flowers rice integrated marketing communication strategy,and integration of online and offline brand communication plan.In the follow-up implementation,we should pay attention to the effect of integrated marketing communication in real time,optimize the implementation of integrated marketing communication,and achieve the goal of improving brand influence.I hope to help enterprises to enrich brand communication and improve product sales performance,so as to comprehensively enhance brand assets and brand value,and promote the realization of win-win situation among enterprises,consumers and society.