Research On Influential Strategies In Integrated Marketing Communication

Tmall Nov 11 shopping festival created a network business miracle.The prevalence of the Tmall Nov 11 shopping festival is inseparable from the series of communication activities built around the festival.This paper studies the integrated marketing communication activities of the Tmall Nov 11 shopping festival through literature research,case studies,in-depth interviews and other research methods,and conducts an in-depth analysis of the influence strategy.This paper takes the influence strategy proposed by Robert B.Siodini in the book Impact as the analytical model,and the 2016-2018 Tmall Nov 11 shopping festival communication activity as the research object.And summarizes three time nodes of the Tmall Nov 11 shopping festival as attracting people,recommending products and enthusiasm booming.On this basis,the paper analyzes the reciprocity,commitment and consistency,preference,social identity,authority,scarcity and other influential strategies in the integrated marketing communication of the Tmall Nov 11 shopping festival.Throughout the whole integrated marketing communication activities of the Tmall Nov 11 shopping festival,combined with in-depth interviews information of the Tmall project executors,advertising industry insiders and consumers,this paper summarizes the following problems in the influence strategy application of the Tmall Nov 11 shopping festival integrated marketing communication: First,the Tmall Nov 11 shopping festival communication activities often use scarce strategy to trigger the consumers' crazy shopping mood,but more and more consumers are tired of scarce atmosphere and refuse to join the event.Second,the Tmall Nov 11 shopping festival uses social identity strategy to engage the consumers in the campaign propaganda army,but this will hinder people's communication and information acquisition,and ultimately the brand goodwill will be consumed.Third,many consumers encounter traps such as“Raise the price before lowering it” and “False sales” during the Tmall Nov 11 shopping festival.This behavior of not fulfilling the consistent commitment strategy will reduce the consumers' shopping experience.In this regard,this paper proposes corresponding solutions which include: First,make good use of the social identity strategy,reshape the cultural significance of TmallNov 11 shopping festival,and promote the spread of consumption positive energy.Second,make good use of its favorite strategy to improve service quality and build brand goodwill,and make new and targeted communication activities to avoid the indiscriminate bombardment of information.Third,strictly implement the commitment and consistency strategy,establish strict rules and regulations to restrict the communication behavior of platform merchants,actively build feedback channels,and finally strictly control the consistent commitment strategy to protect consumer rights.