The Optimization Research Of Integrated Marketing Communication For Samsung Smart Mobilephone

According to the report of China advertising industry development research and market analysis in 2016 which issued by Chinese industry research network,China has become the world's second largest advertising market.The integrated marketing communication has become the main form of marketing.However,China's total marketing is less than 40% of the U.S.marketing advertising market.But the China's per capita consumption of advertising is only 1/10 of the United States and Japan.In 2014,the advertising market in China,the integrated marketing communications reached 560.56 billion yuan,which become one of the most important consumer markets around the world.Although the Chinese market development speed is slower than the previous,China is still an important brand marketing and consumer marketing all over the world.The investment of integrated communication will continue to grow and expand,but slow.The thesis started from the realistic requirement of the existing integrated marketing communication strategy and the application status of competitors of Samsung.The integrated marketing communication strategy of Samsung's smartphone is chosen as the main research object.It is on the basis of the study summarized the research achievements of predecessors.Using what have learned in the MBA program and related knowledge,with my experience of work,the analysis of investigation and research for the brand's audience consumption group,the impacts of the brand awareness by the integrated marketing communications of Samsung smartphone,and IMC effectiveness analysis,we can get the deficiency of integrated marketing communication strategy of Samsung smartphone.In order to achieve the integrated marketing communication strategy optimization of Samsung smartphone and arise the sales of Samsung smartphone,the paper suggest a proposal of optimizing the integrated marketing communication strategy with the result of this research.