Design And Implementation Of B To C Brand Marketing Communication Strategy For Mike Company

Mike Company is a leading chip design company in mainland, the study of the company’s brand marketing communication has a guiding significance for China’s chip industry.The paper studies the brand marketing communication of Mike Company. First, it analyzes Mike’s industry type, industry position, market size, industry pattern, competition pattern and company status through PEST and3C theory, leading to a conclusion of the necessity for Mike Company to implement the brand marketing communication strategy and a compatible fundamental strategy. Then, when designing B to C brand marketing communication strategy, we learn from the brand marketing cases of Intel and Qualcomm, to know the positioning, pattern, solution and possible contradictions of brand marketing. After that, together with6P marketing thinking, to define a periodic target of B to C brand communication, based on product, price, channel, promotion, politics and public relations. And carry out step by step accompany with existing B to B marketing. Lastly, we provide a periodic marketing performance and cost estimation.In the end, the paper tries to deduce a conclusion that suits traditional B to B company: As traditional B to B company, there is the possibility and necessity to carry out B to C brand marking. Before carrying out B to C marketing, traditional B to B company needs to find its own brand marketing strategy through sufficient analysis and demonstration. To ultimately implement B to C brand marketing, it should go along with B to B marketing. B to C brand marketing is not just a reform of marketing system, it is a reform of company operational thinking, and can only be implemented effectively with suitable product, organization structure, managerial support and cooperation of every company department.