Research On Integrated Marketing Communication Strategy Of Yangzhou WY Plaza

In recent years,with the rapid development of national economy and the continuous improvement of residents' consumption level,commercial squares have sprung up to provide diversified and one-stop consumption services for local residents.However,in the process of rapid development,commercial square also faces the problems of small brand differentiation and serious homogeneity.In addition,the rapid development of e-commerce promotes the diversification of consumer shopping channels,which leads to the distraction of consumers'attention and the gradual reduction of consumer loyalty.In the rapidly changing economic environment,it is of great significance to focus on how to strengthen the marketing ability,enhance the brand communication effect and improve the competitiveness of commercial squares through effective integrated marketing communication.Based on the review of IMC theory and positioning theory,this study summarizes the five principles of IMC in commercial plaza.That is,based on positioning,unified brand image;consumer centered,insight into the needs of consumers and potential consumers;experiential marketing,strengthening two-way communication with consumers;integration of media resources to achieve accurate and effective communication;intelligent marketing using the Internet and big data.On the basis of theoretical research,this study analyzes the current situation of integrated marketing communication of Yangzhou WY Plaza,and summarizes the shortcomings and causes of Yangzhou WY Plaza in the process of integrated marketing communication based on macro and micro environment analysis.Based on their own experience,the researchers put forward improvement strategies for the future marketing activities of Yangzhou WY Plaza from four aspects:Deepening positioning,improving customer experience,optimizing media publicity and making full use of membership database platform.Through the analysis of the integrated marketing communication strategy of Yangzhou WY Plaza,we hope to provide reference for the improvement and perfection of the integrated marketing communication strategy of the same kind of commercial plaza.