Research On Integrated Marketing Communication Of SVW Vehicle Market In Fujian

At present, annual sales of cars in China have exceeded 24 million, continuing to be the first in the world. Tremendous sales represent an increasingly furious market competition of cars in China. Increasingly more rational consumers and a growing number of car brands make the traditional marketing communication modes difficult in the marketing process. As one of the most famous automobile brands in the field of passenger vehicle, SVW AUTO is confronted with huge marketing pressures in regional marketing. Its marketing pressures are restricted by such factors as local customs, consumption habits. An imperative is to innovate marketing communication mode.From the marketing status of SVW AUTO in Fujian, the paper elaborates on the limitations brought about by traditional regional marketing communications. Meanwhile, the necessity and implementation methods of integrated marketing communication are proposed in Fujian. The sufferings faced in the implementation process and solutions shall also be explained. It is eventually found that integrated marketing communication can effectively reduce the waste of communication resources. Brands are built to communicate with consumers. Clear unified messages are sent to consumers.As China’s auto industry changes from a seller’s to a buyer’s market, companies must seize the consumer market if they want to win in the marketing competition. The core of integrated marketing communication theory is the consumer. The implementation of integrated marketing communication of SVW AUTO in Fujian can effectively help the brand out of the marketing predicament of auto market in Fujian.