Research On Integrated Marketing Communication Strategy Of M Company LED Lighting Products

With tense in global energy and environmental problems continuously rising today,LED lighting,with its superior properties such as low carbon environmental protection, energy-efficient become of choice of alternatives to traditional lighting,LED lighting industry presents the vigorous development of bright future. But even today,the road of development of LED lighting is not smooth,most LED lighting enterprises will concentrate too much on the product itself,not pay attention to the shaping of the brand,does not pay attention to marketing communication and promotion work,which often make the LED lighting companies into vicious competition.As a member of many LED lighting enterprise,in the process of development,M company has experienced many twists and turns,after reflection and summary of the gain and loss of the past,realized through the integrated marketing communication to improve their enterprise and brand image,to stand in the Angle of the consumer to comb and promotion strategies,will be the only way to success of M company out of its predicament.This article studies the integrated marketing communication strategies in the current market environment by taking company M as an example and based on the development of the lighting industry, current market situation and trend of development in China. A series of issues was found out during the investigation and analysis to the consumer questionnaire whi ch was designed for company M, for example, the product orientation not clear, brand image vague, and communication means single etc.In addition, the article proposed a series ofcomm unication strategies, like, customer-oriented strategy as the base of communication, improving the product quality and service in order to establish the brand as the goal; raising the communication image by taking the corporate image as center. In the meantime, it provide s the guarantee of human resources and proposed the optimization of the organizational struct ure, establishes the concept of integrated marketing communication strategy of full attention, and supports network communication tools to improve communication effects, which has special reference to constructing the integrated marketing communication system of LED lighting enterprises in China like company M.