Reserch On The Influence Of Enterprise Features On Integrated Marketing Communications Among Traditional Cluster Enterprises

With the rapid development of global economy, the mode of single competition in traditional enterprise has gradually fail, in the meantime, the mode of industry chain competition begins to highlight. With the geographical advantage to form the professional division of labor organization which called industrial cluster (short for cluster) beginning show its advantage, cluster has collective effectiveness and synergy, can effectively avoid the disadvantages of single competitive. In the traditional industrial cluster enterprise, complete or more complete industry chain is very common, traditional cluster enterprise’s internal characteristics such as division and collaboration, information sharing, technological innovation, cultural integration and related intermediary can create favorable conditions for cooperation between traditional cluster enterprises. Cluster companies can meet market competition jointly, and this can effectively avoid the mediocre design, fatigue production, lack of marketing and other defects in traditional cluster enterprises which are due to lack of resources, can improve the resource operation efficiency of traditional enterprise, can avoid vicious circle of homogenization competition which in tow-level, and this will bring more attention and resources on how to bring up their core competencies and developing effective market, further promote self-brand’s showing of cluster, enhance capability of independent innovation, promote the transformation and upgrading of traditional cluster enterprises. It can clearly be seen that in the trend of market competition homogenization, media diversity and complexity of consumer psychology, the impact of traditional marketing model of the target market is more and more weakening, and the consumers thinking more in acquisition and selection of information, they no longer applied only by sales, which prompted by the tendency of information diversification and consumer psychology complicated. Based on this, enterprise must realize the tendency of integration of communication and amend the cognition to traditional marketing.As a marketing theory verified by theory innovation and practice-the integrated marketing communication (hereinafter referred to as the IMC), is worthy of attention when it promoted and applied in cluster enterprise. The systematical advantage of traditional cluster enterprise takes convenience and possibility for enterprise to use IMC. The characteristics of traditional cluster enterprise explain the basic attributes of traditional cluster enterprise, five kinds of features elaborate the characteristics of traditional cluster enterprise from five aspects:the business character, the enterprise scale, business location, business scope, the type of trade exposition. If IMC has spread and promoted in the traditional cluster enterprise and whether business character and IMC has any connections in the marketing idea and practice of traditional cluster enterprise? Find out the answers of the questions will be helpful to probe the applicable conditions and range of IMC in theory, and provide data reference for traditional cluster enterprise and common SMEs to create the concept of IMC, carry out IMC practice.Directed by the theory of industrial cluster and IMC, this study based on the characteristics of the enterprise and take China’s traditional footwear, clothing, knitting, leather industry cluster as background, take empirical research methods, to explore the impact of the traditional industrial cluster enterprise characteristics IMC. Based on the collection of industral clusters, enterprise characteristics and IMC related theory and literature, this study combing the general index of enterprise features and traditional cluster enterprises’IMC, which lays the theoretical foundation for the empirical analysis; on this basis, this study using the method of questionnaire survey and field interview and survey of local companies, respectively, visits and research six clusters of three places in four sorts:Shandong Qingdao, Zhejiang Haining and Jiangsu Changshu, and visit the local government and industry associations of traditional industrial cluster enterprises, then obtaining effective first-hand information through questionnaires and interviews, getting valid data from sorting the data we’ve obtained, this study use empirical analysis to examine the research hypothesis, deeply analysis the basic characteristics of traditional industrial cluster, the use of IMC, enterprise features and IMC correlation of cluster enterprise etc.. The results of the study show that, under the background of cluster, enterprise features have a positive impact on traditional cluster enterprise, that business property, business scale, market positioning, business scope and business types are all have significant positive effects with IMC-marketing’s related functions, IMC marketing tools, synergistic effect of marketing and communications, therefore, different elements of enterprises features have different impact strength on IMC indicator of cluster enterprise. Based on this, in order to raise comprehensive competitiveness of traditional cluster enterprise, this study put forward specific recommendations for them to practice IMC.