The Study Of Mengniu Dairy Integrated Marketing Communications

The study of Mengniu Dairy Integrated Marketing and Communications"Integrated marketing communications", which is in the recent years the newly prevailing marketing ideology and spreading methodology, is to integrate the information resources related with products and services aiming at the purchasing activities coming from customers and potential consumers, and keeping the customer's loyalty. This theory has been affecting greatly in China and applied broadly since being introduced to China.Being the well-known enterprise in Chinese milk product industry, Mengniu has been rapidly establishing the product brand in customer and made closely tie with customers by focusing on consumers in sales and promotion and coordinating in general all means of communications, and this effectively comes to the aim of advertisement spreading and product sales, which results in the rise in big leap. The practice has vividly interpreted the theory of integrated marketing communications, which has been increasingly concentrated and imitated by walks of life. Therefore, it is of important realistic meaning in the support for domestic enterprises practice and related theories development to deeply study and summarize the methods of integrated marketing communications applied in Mengniu group and learn the valuable experience and lessons.Starting from the related theory background and real cases, this article strives to figure out the rules between lots of actions in Mengniu and their effects and intends to provide lively reference for enterprise in business activities with the consideration of practical situation of the home enterprise and current social environment.This article has been divided into four parts, as belowFirst part is foreword, generally describing the theory of integrated marketing communications, mainly talking about the definition and significance of the theory, and the difference with traditional marketing theory, and the evolving process. The chosen topic has been outlined and ascertained from the view of theory, the study purpose and the meaning.Second part is the challenge which the home businesses are facing in marketing, pointing out the shortage and bottleneck in the traditional marketing communications, also discussing the changes of external environment and the demands of marketing communications from local businesses, and aims at outlining the development of local ventures under the real background.Third part is the practice of integrated marketing communications in Mengniu, covering the integration in the beginning of the foundation, and integrated marketing communications in promotion, and the experience and lessons at early stage, and the viewpoints from super girls program.Fourth part is the implication coming from Mengniu in the integrated marketing communications practice, including the consumer activity study, systematic management, interaction integrated marketing and communications, network elements and other principles coming closely behind the success of Mengniu.With the statement above, some rules about the integrated marketing and communications have been concluded here. Based on the comprehensive mastering this theory, and continuous updating the marketing ideology, and keeping pace with the tide of time in the thought and practice, the home enterprises could win the competition with all other rivals.