Study On Integrated Marketing Communication Strategy Of SL Company

Nowadays, following the rapid development of global economic integration, network and knowledge, marketing communications field has undergone a whole lot more. The continuous, rapid development of the market-oriented economy and the rapid social change also brings the change of marketing communication from theory to practice. In1993, Don E. Schultz who is the professor of the United States Northwestern University took the lead in put forward the concept of integrated marketing communication, based on the comprehensive summary of western marketing practice, Schultz pointed out that business operators should not only cover all communication activities in the scope of marketing activities, but also unify marketing activities to realize the uniform purpose of communication which brought new ideas for communication field. In the21st century, Don E. Schultz and Philip J. Kitchen blended the concept of integrated marketing communication into a full international perspective for the first time which played an important role in promoting the enrichment and development of the global marketing theory.At present, the competition of our market is fiercer than ever, more and more enterprises are also expanding massively to global dilate, many enterprises have to face the problems just like overproduction, the homogeneous competition and product sales becoming more and more difficult. Along with the consumers becoming more rational, facing so many marketing communication tools which play an important role in promoting the enterprise brand influence, to the enterprises, how to make an appropriate choice, how to coordinate, give play to and integrate the advantages of various communication means, and then give the best products and service information to consumers, is very necessary. In this condition which the demand of marketing communication becomes unprecedented exuberant, the practical methods of integrated marketing communication receive a lot of attention.Basing on the basic theory of integrated marketing communication and the correlation theory of communication studies, this paper chose a chemical fertilizer enterprise whose name is SL as the research object. Combining with the literature method, interview and case analysis, this paper has studied on the marketing communication of SL. SL is a seaweed fertilizer production enterprises which has more strength in the whole nation, and has also made great development in Shandong market recent years, also the amount of advertising has been at the forefront of the industry. But as fertilizer products, there are still many questions in their own marketing communication strategies for SL, like lacking the consciousness of integration, communication means of a single, communication limited in scope, neglecting of Internet dissemination channels and so on. At the same time, there are still many places of the integrated marketing communication tools need to be improved like sales promotion, public relations and network marketing. Firstly, from the attribute of integrated marketing communication itself, combining with the supply and demand condition of chemical fertilizer market, this paper focused on the SL marketing communication status and questions existing in marketing communication in the question and the causes. Combining with the practice of SL marketing communication, this paper put forward the idea and guarantee conditions in the integrated marketing communication strategy for the future to SL, to a more targeted with actual situation of SL, and in order to enhance the effectiveness of integrated marketing communication.