Electronic Integrated Marketing Communication Model Construction And Case Study Based On AISAS Pattern

The development of cyber media, especially the application and development of web2.0, has made the great effect on people's information acquisition pattern and consumption pattern. During the computer age, the behavior pattern of masses' information consumption changed a lot, currently, consumer's information behavior pattern is gradually transforming from the traditional AIDMA rule (Attention, Interest, Desire, Memory, Action) to the AISAS pattern (Attention, Interest, Search, Action, Share) with vivid cyber traits.In the pattern of AISAS, after the audience's attention and interest having been aroused, then they will search. The enterprise's information exposes to public during the computer age relatively, moreover, the network platform provides a favorable channel to brand consumer for sharing brand-experience. For under the present marketing environment, the consumers have more choices between brands, the brand selection is under the environment of more balanced information. Therefore, in the era of computer, brand marketing communication activities are the combination of brand informing and brand persuading. Through the traditional advertisement and other marketing patterns for brand informing, when the audience shows the interest on the brand, they will search more information about the brand, and then supply the information-support for its brand purchasing behavior.In consequence, the computer age's brand integrated marketing communication pattern is a marketing behavior based on AISAS rule, integrating the enterprise's marketing behavior launched by multiple media and various marketing form; integrating the marketing communication effect by the uniform network platform; achieving the consumer's involving and interaction; reaching the effect of deeply brand proposition deducing and marketing concept. Therefore, in this system of integrated communication, the network platform is the core, on the contrary, all the traditional advertisement, public praise propagation, online advertising, and wireless marketing, event marketing and other marketing activities only act as the information port to inform the brand and excite the audience's interest. The audience involves the marketing activities by searching and interacts with the brand by the network platform and spreads the brand marketing activities by experience sharing to involve more consumers in the brand marketing activities.The background of this essay is facing with the new marketing communication environment brought by the development of internet, new media era's coming, the development of media environment and the audience's fragmentation. As the enterprise, how to launch the brand marketing activities effectively? This essay tries to study and construct the electronic integrated marketing communication pattern which is based on the integrated marketing communication theory and found on the AISAS behavior pattern in order to provide the pattern reference for the enterprise's electronic integrated marketing communication behavior. At last, validating the pattern's real implementing by coca-cola Olympics marketing case.