The Marketing Mechanism Of Traditional Culture Goods Under The Environment Of Convergence Media Communication

The theory of integrated marketing communication was born in the United States in the late 1980 s when the market economy developed,and then it was widely used for market marketing.It can effectively guide us to carry out marketing communication activities and maximize the effect of communication.We want to carry out marketing and dissemination activities of products in today's society.To a large extent,the choice of communication content and media tools determines whether we can successfully communicate.In today's increasingly rich media environment,the development of media tools is changing with each passing day.From traditional media to new media,to virtual reality and other high-tech media,it can be said that the current media age is more exciting than ever before.Even more frustrating.Because in this era,we can learn anything that we want to know,but we can also touch things that we never imagined.In the same era,we are unavoidably unavoidable for the ubiquitous media,and we are Information can't escape.In the convergence media environment,people have new features in the way information is received and disseminated.The marketing activities of products also show new trends.To make effective marketing communication activities,it is necessary to carry out these new features.Adjustment of marketing methods to make marketing strategies to adapt to the current media environment.In order to maximize the integration of the integrated marketing communication theory with the current media environment,we must start from the product,organically combine the integrated marketing communication theory with the product itself,and make a communication activity suitable for the current media environment.This article will use the traditional marketing strategy of traditional cultural products in the context of media integration-taking Chennai in Ganzhou as an example.How to carry out the marketing and dissemination of traditional culture under the environment,through the marketing planning of individual cases,to see how thetraditional cultural commodities should conduct marketing communication in the era of convergence media,and to provide marketing model for other similar products.This article consists of three parts.The first part mainly describes the selected topic and the creative ideas of the whole work;the second part is the professional work,that is,the marketing plan,starting from the analysis of products,markets and consumers,and combining the collected information.Integrated marketing communication theory to design the program and the combination of media tools;the third part is the business analysis,including the exploration and practice of the works,as well as the thinking and extension at the strategic and theoretical level based on professional works.