Strategic Research On The Integrated Marketing Communication Of Chinese E-commerce

With the speedy progress of the Internet technology, the e-commerce industries have got a rapid development in our country. The integrated marketing communication is essential in terms of the continuous and steady development of a corporation. In recent years, the concept of integrated marketing communication has received more and more attention from the Chinese e-commerce companies.The thesis has defined the concepts of Chinese e-commerce and integrated marketing communication, summarized the overall development of the two and made a comparison analysis between the traditional and integrated marketing communication. Based on the analysis of the marketing communication mode of a typical e-commerce company, Xiaomi Technology, the writer has concluded the merits and demerits of integrated marketing communication revealed from Xiaomi, and thus, from its case study of Xiaomi Technology, the thesis has drawn out the issues encountered during the integrated marketing communication process, as well as the chances and challenges that the Chinese e-commerce companies are facing: 1? The integrated communication of those traditional companies is still not mature; 2? The internal organization and communication cannot meet the demands of integrated communication; 3? The communication tool and methods are isolated, thus are not standard “integrated communication”; 4?A mature marketing system is not established.Against the issues met during the integrated marketing communication process, the writer has put forward several strategies in terms of internal and external perspectives. From an internal aspect, a set of operational system suitable to the integrated communication shall be established: 1? Set up a learning type organization; 2?Marketing management involving all staff and whole process; 3?Change the negative defensive attitude, and proactively taking part in international e-commerce activities; 4?Pay attention to the development of integrated marketing communication of e-commerce companies. From an external view, the social marketing shall incentivize the integrated marketing: 1?Focus on the integrated cooperation between on-line and off-line marketing; 2?Creative ideas and innovation shall be highlighted in content communication; 3? The inter-personal communication shall lead the future, and so on.The ability of integrated marketing communication will be regarded as an important property by the up-coming e-commerce companies, and it is also an edge tool to enhance their competitive power. The fast development of integrated marketing communication ability is expected to facilitate more and more Chinese e-commerce companies stand out and play an indispensable role among the universal e-commerce trend.