Research On Marketing Communication Of Anhui Chengqingtang Company

Anhui Chengqingtang Co.,Ltd.is a traditional Chinese medicine company engaged in the research and development,production and sales of traditional Chinese medicinal materials,formula drugs,and formula health products.In the past two years,the company has put forward the marketing strategy of "rejuvenating target customers and new media of brand communication" at the strategic level,and has tried online marketing and new media marketing.The author conducts research on Anhui Chengqingtang Company,based on the perspective of integrated marketing communication,summarizes the company’s brand communication and marketing problems as the target customer group is too old,the brand planning is outdated,the online marketing channel is too weak,and the promotion means.Old,lack of integration of new media channels with traditional media channels,etc.This article adopts the research methods and means of Integrated Marketing Communication(IMC),and points out that Anhui Chengqingtang needs to actively explore and practice market-based,market-based,Guided by customer needs,using new media as a means,a new marketing communication model that integrates various online and offline resources and communication activities,activates and reshapes the brand assets of timehonored brands,uses multiple voices,and creates a unified and good brand image.Based on the above research ideas,this article designs an integrated marketing communication plan based on new media for Anhui Chengqingtang.The first is the STP strategy,which determines the target customer group and market positioning of Anhui Chengqingtang in the new media marketing environment;second,The brand image strategy under IMC includes two aspects: brand concept remodeling and brand communication language refinement;thirdly,the advertising strategy under IMC includes content marketingbased advertising strategy,entertaining advertising creativity to help rejuvenate brands,and traditional Chinese elements The application highlights the cultural heritage;fourth,designed the new media communication strategy under the IMC for the company.Finally,with the help of traditional social welfare activities,the brand image of the time-honored brand will be consolidated.The IMC scheme designed in this article re-selects target customer groups for Anhui Chengqingtang,proposes brand concepts and communication slogans that adapt to the current moment,designs advertising and new media communication strategies,and adapts to the current social transformation background of the mobile Internet era.,using new media technology to empower brand marketing communication and help the company adapt to new changes and challenges in terms of personalized customer needs and diversification of communication channels.