Research On Integrated Marketing Communication Strategies Of C Hateau Mihope

With the development of national economy and the change of people’s consumption concept,wine has become a popular consumer product.In recent years,China has reformed its wine economic system and adjusted its strategy.Coupled with the environment of global technology sharing,domestic wine enterprises have gained considerable space for development and are competing with many foreign enterprises for market share.As a result,domestic wine brands are thriving,and brand building and marketing communication are actively carried out through traditional or innovative methods.However,due to the changes in the characteristics,channels and methods of communication in the era of mobile Internet,it is more and more difficult to achieve the expected effect of marketing communication in accordance with the traditional way.In this context,how to identify target markets,design effective integrated marketing communication strategies,enhance brand influence and achieve marketing communication goals according to the changes of communication in the mobile Internet era has become the focus of attention of domestic wine enterprises.This thesis selects Chateau Mihope,a subsidiary of Midea Group,which based on Ningxia Helan Mountain,as the research object,and analyzes its integrated marketing communication strategies.Mihope carried out a series of integrated marketing communication at the beginning of the release of the first saccharine wine,but the marketing communication effect was not good due to the design defects of its marketing communication strategy and the lack of understanding of the mobile Internet communication mode.This study first uses PEST model to analyze the external environment of Mihope and then analyzes the phased communication effect of Mihope.Thirdly,from the communication path of Mihope to find its integrated marketing communication strategy problems;On this basis,according to the information communication characteristics in the background of mobile Internet,this study uses AIVSA model to identify consumer behavior characteristics,and optimizes the integrated marketing communication strategy of Mihope through target audience identification,communication strategy design,communication channel selection and other improvement measures.This thesis aims to make China’s emerging wine brands think about the underlying logic and skills of integrated marketing communication in the current mobile Internet environment through the analysis of the enterprise’s integrated marketing communication and the formulation of improvement strategies,so as to make reference for the marketing communication strategies of thousands of Chinese wine enterprises.So that Chinese wine enterprises in the long-term occupied by foreign brands in the wine market to occupy a larger customer mind and market share.