| With the increasingly fierce market competition and the continuous change of technology,especially the development of internet technology,the media has become more diversified and enriched.In this context,taking the D-brand enamel cast iron pot as an example,it is of great significance to study the on-line and off-line integrated marketing communication in order to quickly open up the market and expand the popularity.On the basis of summarizing the core ideas of integrated marketing communication and various modes of spread ways,this paper uses the questionnaire method to obtain the consumers' basic views on the use of Enamel pots and pans,and then combines the industry development,together with the main competitors'information,and their own situation.Based on the Mohr-Sossen integrated marketing communication model,thus to develop the online and off-line integrated marketing communication strategy of D brand enamel cast iron pot.The main conclusions are as follows:D brand enamel cast iron pot should take the single-person or newly-married family of two who pursue the cost performance as the target market.In view of this market,D brand's marketing medias mainly count on online media,take the offline media as a supplement,and D brand should choose WeChat Public Account,WeChat friends circle,WeChat Group,Microblog and Douyin short video as major online media,TV shopping and food magazines as important offline media.Different media focus on different task,yet they cooperate with each other.The communication contents combine emotional appeal with rational appeal,highlight the theme,that is the shape of enamel pot is beautiful,and a pot of multi-use.to enjoy the healthy simple food.In order to carry out the integrated marketing communication strategy effectively,It is also necessary to keep track of consumers,pay attention to the effect of marketing communication and establish the concept of integrated marketing communication. |
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