Research On The Optimization Of Integrated Marketing Communication Strategy For Mosquito Business Of Taigeer Company

Guangdong Taigeer Power Supply Technology Co.,Ltd.is a leading manufacturer of mosquito control small appliances in China.Confronted with the fierce competition of mosquito control small appliance industry in recent years,other competitors in the mosquito control business of Taigeer company are in the same predicament.It is necessary to use the "consistency" integrated marketing communication strategy to realize the effective integration of various modes of communication,achieve the maximum dissemination effect,so as to achieve the marketing goal,and maintain and expand market share.The author uses the combination of field survey,internal interview and public questionnaire to understand the current situation of integrated marketing communication of Taigeer’s mosquito repellent business,and finds the problems of integrated marketing communication of Taigeer ’s mosquito repellent service: the lack of marketing communication online and on social media;Poor dissemination of personnel marketing;The use of well-known brand products is poor in communication and integration.The dissemination of events and experiences is underutilized.Analyze the reasons of the problem,including that all marketing departments of Taigeer only focus on business docking and lack of integrated management of stakeholders.The communication channel is too far away from the target audience to form a stable relationship;The content of the dissemination of personnel marketing is inconsistent;The implementation of unified product communication design is not effective.According to these problems and their causes,this paper provides an improvement strategy for integrated marketing communication of Taigeer Corporation: identifying stakeholders and strengthening group relationship management of stakeholders;Integrative marketing communication with full participation;Proper management of brand and relational stakeholder contact points and integration of digital media,community,advertising and other media tools to build a lasting relationship between brands and consumers;Optimize the application of data,analyze the sales dynamics and consumer behavior in digital information,and strengthen the relationship between brand and customer and customer.Finally,the corresponding safeguard measures are proposed: to clarify the communication function and purpose of the organization;Integration and restructuring of the communications organization;Recruitment,training and development of integrated marketing and communication professionals;Provide financial support to improve the strategy of integrated marketing and communication.At the same time,the author also hopes that the thinking obtained in the case of integrated marketing communication in taigeer company can be used for reference by the same type of enterprises,so that the integrated marketing communication strategy and the implementation of reference suggestions,the industry can also play a role in reference.