Research On Integrated Marketing Communication Strategy Of Harbin Towona Bus Mobile Tv Media

Today, at the era of urbanization, with the increasingly intense market competition of television media, the mobile television media reaches a new milestone of urban audio and video media in the form of brand new digital television media, being the best platform for publishing commodity information.How to establish a successful market for mobile television media? How to promote the brand competitiveness of mobile television products? How to improve the brand credibility and reputation of the mobile TV media? How to improve the market value of mobile television media by using the integrated marketing method? All above are what Harbin TOWONA BUS MOBILE TV Media is caring for, in addition, Harbin mobile television media market has entered into the warning states era, several strong competitors have entered into the market, now the brands that have been advertising on mobile television media are greater than 500, and that how to make Harbin TOWONA BUS MOBILE TV Media a winner in the market is a problem the company must be solved scientifically.When person going out, the advertisements that one person may get contact with in one day can reach 270, moreover the mobile TV audiences may be increasingly surrounded by a large quantity of advertisements. The integrated marketing communications is to spread the same brand image with help of various media and marketing methods and make the brand stand out from others. This article mainly illustrated how to improve market value of mobile TV media by using the integrated marketing method and how to improve the credibility and reputation of brands based on traditional market operation of mobile TV media, and it defined the integrated marketing communication strategies of mobile TV media to improve its market value.The objective of integrated marketing communication strategy of Harbin TOWONA BUS MOBILE TV Media Harbin: change the present state that weak subjective wishes of advertisement broadcasting of advertising customer and difficult enlarging of advertisement broadcasting quantity, convert the marketing behavior of advertisement broadcasting of advertising customer into real purchase of consumers, continuously increase profit space for product sale of advertising customer, achieve full-effect communication and lead consumption targets.The market positioning of Harbin TOWONA BUS MOBILE TV Media: medium and low end market. The attributes of audiences determine the direct positioning of media operation. The mobile television has dual product attributes, mobile and television, being another way for urban citizens to absorb information.This article comprehensively analyzed the mobile television market in Harbin with SWOT analysis method. By comparing with the marketing operation behaviors of other same kinds media and competitive media in Harbin, and based on comprehensive analysis of integrated market environment, it defined the integrated marketing communication strategy in six aspects, which are advertisement broadcasting system, advertising investment promotion system, media relation system, columns packaging and production system, and advertising marketing system, the system for activities not carrying out on media platformThe advertisement broadcasting system improves the value of advertisement production by using high and new digital technology, and integrates the comprehensive editing and broadcasting resources and capacity to make technological breakthrough and improve editing and broadcasting capacity; In approval flow chart, it integrates the approval authorities of responsible and approval departments for advertisement broadcasting, simply internal audit system; integrates broadcasting channel on signal transmission platform, by utilizing the characteristics of wide coverage of network carrier, unify the digital technology and wireless transmission technology in real and rapid way, and provide service for advertisement broadcasting.The integrated marketing communication strategy of advertising investment promotion system is to emphasize that the audience receives communication information of same brand from multi-channel in multi-level, so that the brand integrity and appeals are enhanced. In advertising investment form, we fully integrated multiple marketing investment channels, breaking previous only one marketing investment channel. By utilizing the advertising orders of media companies in the same industry, develop advertisement customer with strength from media companies in the different industry for the industry market in this region, and establish advertisement broadcasting schemes for advertising customers who have broadcasting needs by integration of multiple-media selection, and integrate the media advantages and advertising investment appeals on investment meetings and exhibition which have numerous advertisement broadcasting need.The integrated marketing communication strategy for media relation system is to provide ultimate service for brand communication by integatting multiple superior resources of media relations. It deepens the cknowledgement of media characteristics by layers and levels, and illustrates the profitable return of media advantage and profound influence of brand communication.The integrated marketing communication strategy for column packaging and production system: The image packing of media is defined as external image packaging and internal image packaging. External image packaging is reflected in form of visual symbols of media, comprehensive brand positioning in market and product level, and recognition of same kind of media and competitive media; and internal image packaging is reflected in form of columns form, column positioning, column influence etcThe integrated marketing communication strategy of advertising marketing system: define the classification of advertising customers when carrying out media marketing for them, and adopt different market strategy for customers in different category of advertising customer. At same time, establish a direct channel of advertisement broadcasting for mobile television media to eliminate advertising primary agent and secondary agents, and form personalized customer file and analyze and treat it at any time. In addition, whole progress integration should be achieved on management of direct marketing channel and keep tracking on whole process of integration, it forms effect interaction and promote enlarging the effect of direct marketing in the integrated marketing communication method.The integrated marketing communication strategy of activities not carrying out on media platform: establish the interaction between consumption group and broadcasting media. A series of activities not carrying out on media platform carried out by Harbin TOWONA BUS MOBILE TV Media is just follow by marketing operation management rule, which reflects the irreplaceable role of integrated marketing communication in advertisement sale by activity marketing.This article mainly illustrated the necessity and feasibility for application of integrated marketing communication strategy in TOWONA BUS MOBILE TV Media, defined the objective and market positioning of the integrated marketing communication strategy, worked out the planning and implementation schemes for the established integrated market strategy, fully optimized the established integrated marketing strategy and put forward new concept for the integrated marketing communication.Deep find the market potential of mobile TV media, improve editing and production level of mobile television column, perfect after sale service system of advertisement broadcasting, highlight mutual communication between mobile TV and audience, increase audience rating and preferences of mobile TV media by participating in the program.By analyzing the market data of mobile TV media in China ,the article put forward the regional integrated marketing communication objective of the mobile TV media market in Harbin, and the measures, such as implementation of consumption guidance and cooperation of amusement brands, marketing of charity events with widely influence, etc. to promote the continues increase of achievements of mobile TV media market. Promote two-way interaction between media and corporations, and establish the comprehensive marketing platform for mobile TV media by following public order and good folk custom. Harbin TOWONA BUS MOBILE TV Media will have a bright market future and application of integrated marketing communication strategy is very important for the development of the companyAfter planning and integration of resources of program production market, advertising broadcasting market, media inter-action market and other industries, the application of integrated marketing communication strategy must be a promotion for increasing the comprehensive competitive capacity of Harbin TOWONA BUS MOBILE TV Media.