The Integrated Marketing Communication Strategy Research On The Electronic Component Distributors

Electronic component technology is coming into a rapid development period in China.Various electronic component distributors at home and abroad start the business in this industry.Meanwhile,Internet makes digital marketing gradually taking place with traditional marketing.It changes the habits of expressing and receiving the messages between the company and audience.To meet with the tendency,many distributors focus on improving marketing communications strategy in order to increase the branding and product promotion effectiveness.The article,based on the current experts' study on integrated marketing communications,considering the actual case of T Company,analyzes an US distributor's marketing communication development in China market.Then it comes out the improved integrated marketing communication strategy and aims to achieve the optimization of branding and products promotion.Both theory and actual case explain how the integrated marketing communication applies to an electronic distributor company.It compliments and enhances the different elements during the communication,including marketing objectives,communication tools,communication periods,and audience.It can also be a reference and accelerator to the future integrated marketing communication strategy for American distributors in China marketing.