GZZY Company Brand Integrated Marketing Communication Strategy Research

Tobacco profit and tax is one of the important pillars of China's fiscal revenue.After stable development in recent years,China's tobacco industry has now entered the stage of high-quality development.Under the special management system of monopoly,the government has been successively introducing relevant policies and regulations to promote the healthy development of the tobacco industry and promote the tobacco industry to better play the important role of "reservoir" of national fiscal revenue.In accordance with the strategic requirements of major brands in the industry,GZZY has made great efforts to improve its product structure,actively innovate marketing methods,and constantly strengthen its brand cultivation.The overall brand development shows a good trend.All brands need to spread.The art of branding is the art of communication.However,with the improvement of people's awareness of tobacco control and the pursuit of a healthy life,the voice of social tobacco control is becoming more and more stronger.With the comprehensive implementation of the new Advertising Law,the communication space becomes increasingly narrow.The communication of cigarette brands has completely bid farewell to the extensive mode that was widely advertised before.This paper takes GZZY brand marketing communication as the research object,based on the understanding of the industry environment and the learning of relevant theories.Combined with the characteristics of high-speed mobile Internet development environment of brand spread,GZZY brand a thorough investigation into the present research situation and find out GZZY company brand spread a single brand image transmission elements,lack of effective integration,media channel resources of cross-border integration depth is not enough,and the lack of a comprehensive brand contact point management and core pain points,This paper explores the characteristics of cigarette,a special commodity,and puts forward GZZY brand integrated marketing communication strategy based on Internet and social media.According to the problems found,this paper puts forward six strategies and suggestions.One is to integrate high-value output content,enrich and enhance brand communication elements,establish a reward system to encourage employees to create brand communication materials,and build brand communichcation material library;The second is to build a matrix communication mode of vertical operation with new media matrix and horizontal integration with traditional and new media;Third,integrate various brand communication channels,such as circle communication,opinion leader communication and word-of-mouth communication,and maximize the effect of brand communication through complementary functions of each channel;Fourthly,build online and offline single program and closed-loop integrated brand communication mode,and establish brand communication media strategy combination based on AIVSA model;Fifth,according to the characteristics of products,implement in-depth cross-border integration of resources;The sixth is to construct the brand integrated communication process model of GZZY.Finally,the research has summarized results of this paper,explained the deficiencies of this research,and prospected the possibility of future research direction.