Research On Integrated Marketing Communication Strategy Of Qinghua Fenjiu From The Perspective Of Marketing 3.0

With the advent of the information age,brand marketing activities have changed from the 1.0 era of marketing dominated by manufacturers and the 2.0 era of marketing focused on consumers’ functional needs and emotional needs to the 3.0 era of values-driven marketing,which is an era of marketing activities driven by consumer values.Brand value has evolved from "satisfying functional and emotional needs" to "producing spiritual and value resonance".With the deepening of brand value proposition,the mode of brand information communication has also undergone profound changes.Integrated marketing communication,as a brand building theory that can integrate all the information contact points affecting consumers,can help enterprises effectively improve the efficiency of brand communication and resonate with consumers in the modern society of information explosion.As the high-end series products of Fenjiu,the traditional Chinese famous wine,Qinghua Fenjiu has a solid product foundation and a good market prospect.However,its brand building work and excellent product power do not match for a long time,and a systematic brand integrated marketing communication management system has not been formed,which makes Qinghua Fenjiu has a large gap between the brand image and the market position of the industry leader.This paper mainly discusses the necessity of upgrading liquor brand information communication strategy and the importance of integrated marketing communication in the era of marketing 3.0,and takes Qinghua Fenjiu as a case for in-depth discussion.Based on practical work experience,the author analyzes the current situation of integrated marketing communication of Green and White Fenjiu through consumer questionnaire survey and indepth interviews with practitioners.It is found that it is difficult for consumers to participate in information co-creation in terms of brand information release,and it is difficult for specific brand content to arouse emotional resonance among consumers.Moreover,consumers cannot enjoy rich consumption experience in the purchase process.The main reasons for these problems are the lack of specific planning in communication work,the lack of creative communication content,the poor coordination of communication channels,and the insufficient ability to control public opinion.In view of the above problems and causes,the author combined with the characteristics of "people-oriented" and "value marketing" of integrated marketing communication in the marketing 3.0 era,and put forward the improvement strategy of integrated marketing communication of Qinghua Fenjiu from four aspects: First,in terms of communication objectives,we should adhere to the target audience strategy of "people-oriented",build interactive customer relations centered on the spiritual needs of consumers,and take "making life better" as the intermediate goal of the brand.Second,in terms of information dissemination,the concept of sustainable development should be taken as the core of the brand content,emphasis should be placed on the information form of "non-planned information",and consumers should be regarded as one of the main information subjects.Third,in terms of brand contact points,a media contact strategy centering on social media should be established to pay attention to consumers’ actual experience and word-of-mouth contact.Fourth,in terms of communication tools,it is necessary to set up a product mix that fits the characteristics of the brand,integrate the brand content into the channel operation,and use information technology to build a market data model.Finally,from the organizational structure building,personnel skills training,scientific formulation of budget and support policies and public opinion management mechanism building five aspects for the integrated marketing communication of Qinghua Fenjiu strategy and implementation of safeguard measures.