Research On F Company's Network Integrated Marketing Communication

With the upgrading of consumption and the development of the home appliance industry,small household appliances come into people's family life,bringing convenience to people's life and improving people's quality of life.In recent years,the development of small household appliances in China is on the rise.From the perspective of market ownership,China's small home appliance market still has a great development prospect,the overall momentum is stable,and the market demand for small household appliances is always in a relatively good state.China's small home appliance industry has entered a period of vigorous development,and the industry is developing rapidly.As more and more companies join,competition in the small home appliance industry is also intensifying.With the development of the Internet and new media,the competition in the online market of enterprises continues to escalate.Further test the network marketing ability of small household appliances companies.According to the Statistical report on China's Internet Development released by CNNIC in early 2019,by the end of 2018,the number of mobile Internet users in China exceeded 816 million,and the proportion of mobile Internet access reached 98.6%.With the development of the Internet industry and the new media industry,social platforms,online advertising,self-media platforms,"recommendation platforms",integrated e-commerce platforms and other channels have become the main channels of marketing communication for merchants.Short video platforms based on Douyin and Kuaishou have developed rapidly,and the number of daily active users has exceeded 500 million in 2018.Self-media platform represented by Wechat official account has become a necessary place for enterprise marketing.The development of new media and consumption upgrading put forward higher requirements for enterprises' integrated marketing communication ability,communication content manufacturing ability and communication channel selection,enterprise brand awareness and user demand insight.The improvement of residents' consumption power has promoted the upgrading of the consumption of small household appliances,and people's demand for new small household appliances is also growing day by day.Taobao,JD.combased e-commerce platform has become the home of small home appliances,young consumer groups have become the main consumer force of small home appliances.F company arises at the historic moment in this consumer environment and background,it is a small household appliance enterprise focusing on personal care products,the main products include face steamer,nano-water ion cleanser,nano-water ion hair dryer,negative ion comb and so on.The marketing channel of F Company is mainly based on the network,and it has a layout in JD.com,Tmall and other large e-commerce platforms.F company is also a subsidiary of a large contract factory,R & D and production is the biggest advantage of F company,and has experienced R & D personnel of small household appliances as well as industry-leading science and technology.F Company has created a lot of products with good quality and scientific and technological innovation,but the current sales of F Company has encountered difficulties,which is due to the problem of network marketing communication.Taking F Company as the research object,this paper first analyzes the market macro environment and market micro environment of F Company,and then analyzes the current situation and problems of network marketing communication of F Company by using Lasswell 5W communication theory and integrated marketing communication theory.it is found that the main problems are caused by employees' lack of brand and user thinking,unclear communication object,lack of differentiation and personality of communication content,lack of communication means and channels and so on.And give F company network marketing measures to solve the problem: enhance integrated marketing thinking,carry out marketing communication activities for different communication objects,optimize communication content,expand communication channels and communication means,and standardize the effect of marketing communication.Finally,it puts forward the expected effect and safeguard measures of F company's strategy implementation.This paper hopes to give a reference solution to the network marketing problems of small household appliance enterprises which are mainly based on network sales.With regard to the analysis of the five elements of the 5W theory,today's communicators,communication objects,communication contents,communication channels and means,and the evaluation of the communication effect are different from the traditional 5W theory.Therefore,from the perspective of the Internet and new media,it is innovative to endow the traditional communication elements with new connotation to explore and study the network marketing communication strategy of F Company.At present,the traditional means of marketing and communication encounter many challenges,and network integrated marketing is very important for small household appliance enterprises,especially for small household appliance enterprises based on network sales channels.