Integrated Marketing Strategy Research Of Micro Film

Integrated marketing as a systematic concept, coming down in one continuous line with thetraditional marketing concept, It is the evolution and deepening of old marketing concept.Integrated marketing theory is developed from integrated marketing communication theory. Itinherited and improved the integrated marketing communication theory based on systematicthinking.Integrated marketing has got so much attention and research of all social all circlessince twentieth Century90’s. In recent years, more and more enterprises recognize theimportant significance of integrated marketing and attempt to use the strategic thought ofintegrated marketing to guide the marketing activities in order to win the good marketingeffect. A lot of scholars made his own views on the integration of marketing fromdifferent angles and made tremendous contributions to the development of integratedmarketing theory. But at present, the research on the integrated marketing is still at an earlystage, many aspects of integrated marketing needs further research to provide the better strategicdirection for the practice.At the same time, the new media era has changed people’s daily life in a certain extent. Inthe new media environment, the progress and development of technology to provide aconvenient platform for micro film. The improvement of film technology make a possibilityfor micro film production. Meanwhile,the intense lifestyle and consumption demand under the"fragmentation" era laying a foundation for micro film.Integrated marketing as a strategic approach, emphasizes the relationship first in themarketing process.It make the consumer demand as a starting point and completethe construction of brand assets through optimal allocation and use of the internal andexternal resources. The characteristics on content,making and transmission characteristics ofmicro film are to meet the needs of the consumers and make a interaction with the consumer inthe communication process. It help build satisfaction and loyalty of consumer and play animportant value in the integrated marketing. At the same time, there are more and more people realize the micro film played an important commercial value as a channel ofintegrated marketing. But even so,there are many problems on micro film. In theestablishment and maintenance of the relationship with consumers, the target audience isuncertain.The psychological demands of users can’t be grasped,micro film and the core value ofbrand integration is not ideal. In addition, the single channel of communication and the lackof resource integration with other forms of marketing.They all make a serious impact onthe continued development of micro film.On this basis, the application strategy of micro films in integrated marketing is tried to findin the study. The relationship marketing and integrated marketing means should be used tobuild consumer loyalty, and actively seek the cooperation and other forms of marketing, trying toprovide a reference for the marketing development of micro film.There are four parts in this study, the emergence and development of micro film is describedin the first chapter and make a foundation for the following study.The value of micro film in theintegrated marketing is analyzed in the second chapter. Problems and reasons of micro film inintegrated marketing is discussed in the third chapter.The application strategy of micro film inintegrated marketing is put forward according to the problems of micro film and the analysis ofsuccessful cases in the fourth chapter and finally provides the reference for the micro film.