Research On Integrated Marketing Communication Of S Software Products

Since the mid 1990s,integrated marketing theory(IMC)was introduced into China,domestic marketing actively explore and application,which from the outside to the inside of the propagation process and establish a database,attention to performance measurement,pay attention to the multi-dimensional integration concept deeply changing marketing thinking.Especially the development of the Internet since twenty-first Century,Internet applications integrated into public life,network marketing as a new marketing communication is accepted by the public,the new media has become the darling of the enterprise communication.The integration of online and offline marketing communication is changing the marketing of domestic enterprises are thinking,but also promoted the development of enterprise marketing software.In this paper,from the angle of IMC,S software company in new products as an opportunity to integrate marketing communication theory based on S software,through the analysis of new product analysis and SWOT internal and external marketing environment day shop”.Put forward the integrated marketing communication strategy of new product "shop",including STP,product,price,promotion,sales,user database strategy.This communication strategy based,grasp the integration of the five key steps in marketing communication,and puts forward the goal of integrated marketing communication and integration of the effective marketing tool s software "shop" marketing communication implementation,and to integrated marketing communications budget allocation and performance evaluation are summarized.S new software products "Days Inn" integrated marketing communication of and implementation of s software enterprise has important value and significance,promoting the s software enterprise participation in marketing,with a united voice in the face of the user,the use of online and offline a variety of marketing communication means to promote "shop"brand.At the same time,also hope that through this study,to the use of integrated marketing communication can provide reference for more small software enterprises,help enterprises to find a suitable way of integrated marketing communication.