Study Of Inter-enterprise Advertising Integration Based Group Consumption Patterns

With the continuous development of society, continuous improvement of living conditions ofpeople, people's consumption concept and consumption patterns have emerged in new forms.Because of the spread of information, it is speeding up the rhythm of life and the increasingpressure of work. In the face of rapidly changing society, some consumer have formed graduallygrouped consumption patterns that is consuming according to their own needs in accordancewith the classification and attributes or relevance group. This also means that consumptionpatterns are grouped and massed. In the face of such consumption patterns to modernconsumer-oriented marketing communications advertising concept should also makecorresponding changes to adapt to the way consumers receive information, and ensuring thedissemination of advertising effectiveness better.Based the grouped consumption patterns in the consumers, the study have explored andresearched preliminarily the inter-firm cooperative advertising integration. We discussed thecharacteristics of the group consumption patterns and proposed for the inter-enterprise advertisingintegration communication steps and details.As inter-firm cooperation for the dissemination of advertising specificity, unlike advertisingdissemination and integration of individual enterprises, particularly advertising campaign bearingthe number of advertisements, coordination and cooperation is essential. So we described mainlyfrom the identification of consumer community and enterprise community, creation of cooperationbetween enterprises specialized advertising agencies and departments to disseminate, and how tobuild long-term relationships with consumers and advertising effectiveness indicators for theassessment.