Baby Duck Store Image Research Based On The Theory Of Integrated Marketing Communication

With times past by development, brand store image has been paid more and more attention by enterprises and consumers. In order to enhance the brand image and improve the brand competitiveness, the enterprise should create effective visual information superiority at first, which not only require the design for store, but also need standard integration under a certain degree of concept. This thesis took a feather clothing brand Baby Duck for example,which is in the period of transition, made an integrated design and research by focusing on store image from the aspect of Integrated Marketing Communication.Based on Integrated Marketing Communication and Display Design theory, firstly, this thesis collected and reviewed the concept, developing stages and features of Integrated Marketing Communication. Secondly, it defined the important role of store image to the development of enterprise through the overview of store display design. Finally, it put forward the application core of Integrated Marketing Communication for store.What's more, this paper made a research of integrated brand strategy of Baby Duck and analyzed the characteristic of target consumers and buyers, established the user mode and analyzed their consume psychology, purchase behavior and motivation. And then, it focused on field research of store image and analyzed the necessity and feasibility of Integrated Marketing Communication in the implement of Baby Duck store image through summed up the current issues of store image. On this basis, combined with Integrated Marketing Communication theory and store design method, it made research of similar store image and clarified the "integration" of store design,structured the store image integrated design flow.At last, as per above researches, it analyzed the essence and core of store integrated design and put forward the integrated design principle and method for Baby Duck store.At the end of this thesis, it not only made the program concept and flow design of Baby Duck store image, but also formed the visual recognition system specification of Baby Duck and carried out design specification for each application subsystem, which hope it can make references to the transition development of Baby Duck and similar clothing brand of medium and small enterprises.