Research On Integrated Marketing Communication Strategy Of Beijing-East Book Brand Based On The Model Of O2O

With the continuous upgrading and iteration of the Internet environment and the Internet-based business platform,new marketing models and games are emerging.At present,the traditional marketing model has been unable to meet the development of the platform,and the 020 model and the integrated marketing communication concept are more and more accepted by enterprises,and gradually'began to apply.With the vigorous market demand,followed by fierce market competition.Nowadays,in order to win the favor of a new generation of reading groups,adapt to readers'consumption psychology,meet readers'individualized demand for books,optimize readers'experience of book-'buying,stand out in the fierce market competition,and remain invincible,e-commerce enterprises must take the road of integrated marketing development,in order to help e-commerce enterprises flexibly cope with more and more from home and abroad.The competition of e-commerce is an inevitable requirement to adapt to the development trend of e-commerce platform.Based on the theory of integrated marketing communication and the model of O2O,this study analyzed the macro and micro environment of integrated marketing of Beijing-dong books through the research of the book category and brand under the typical 32C integrated e-commerce platform Jingdong Malls and summarized four aspects of the current situation of integrated marketing of Beijing-dong books:Firstly,taking the audience contact as the guidance,integrated marketing and promotion.Channel;Second,encourage internal collaboration and integration of marketing resources;Third,focus on brand personality shaping,transfer enterprise value;Fourth,take advantage of unlimited marketing hotspots to enhance consumer experience.This paper analyses the marketing drawbacks of Jingdong Books at present.In terms of marketing channels,the coverage of offline users is relatively narrow and small and medium-sized cities can not reach them;in marketing promotion,the individuality analysis of users is neglected and marketing objectives and plans are lacked;in terms of communication strategies,the mode of 020 communication is difficult to unify;and finally,the form of brand marketing is single,and the interaction between users and brands is poor.'Finally,according to the current situation of the integrated marketing of Beijing-East Books'020 brand,based on the marketing drawbacks from the user's perspective,the author puts forward four strategies to optimize the recommendations:first,optimize the marketing channels and expand the brand impact;second,pay attention to the analysis of user demand differences,provide personalized services;third,carefully study the mode ofO2O communication,optimize brand strategy;finally,innovate the form of scenario marketing,add Strong brand communication effect.