Research On The Integrated Marketing Communication Strategy Of " Mom&Baby " Magazine Advertising

Integrated Marketing Communications introduced to China in the90s of the last century, China has been widely disseminated, integrated marketing communication is a profound change in the traditional marketing model, which broke free from the shackles of the traditional marketing model, in a complete, collaborative and consistent marketing mode, the full integration of a variety of strategic resources, and fully mobilize all positive factors, to establish interaction and consensus with the relationship between the interests of the people, to form a brand competitiveness. Therefore," Mom&Baby " magazine introduction of integrated marketing communication theory, become the inevitable choice of the magazine and print media, but also the general trend of the community.In the21st century, with the rapid development of information technology and new media to online media, mobile media worldwide rapid rise. The increasingly fierce competition in the media market, the print magazine had to seek a variety of effective means to build brand, build their own core competitiveness. Development of new media, from the situation of the reading habits of readers and advertisers choose media, new media not only divert the readers of the magazine, but also magazine advertising share split, the former presence of the print magazine has not again, the core competitiveness is not obvious, there is no absolute competitive advantage. In traditional media such as print magazine by the impact of new media, advertising profitable media to re-examine the development of the road from the point of view of integrated marketing communication. In this paper, a combination of literature research and compare research methods, combined with the development status and existing problems of " Mom&Baby " magazine Advertising, the basic theory of integrated marketing communication and the theory of Communication as the main theoretical basis for analysis of the magazine in which the internal and external environment and a variety of factors, while the magazine has the advantage of weaknesses and the opportunities and threats facing the comprehensive analysis. On this basis, combined with the characteristics of the industry, its own advantages and marketing communications practice, compared to the development of a variety of new media, effective integrated marketing communication strategy and related policy choice to be more targeted to meet the "Mom&Baby" marketing communications status of the magazine, and the magazine in order to enhance the effect of integrated marketing communication, continue to create value for the magazine while also laying a solid foundation for the sustainable development of the magazine.In this thesis, the practical application of integrated marketing communications in the magazine Advertising analyzed from many perspectives. The combination of marketing, brand positioning and management, new media technology, knowledge of the actual situation of the magazine and the analysis of the integrated marketing communications in the necessity of the magazine and in the advertising business on how to implement. Give improved marketing model of "Baby Mama" magazine to do a reference, and also provide useful lessons for other maternal and child class magazines and corporate integrated marketing communication.