Research On Integrated Marketing Communication Strategy Of Industrial Brands In Industry 4.0

Industrial enterprises contribute greatly to the economic development of our country.However,the traditional industries that have long relied on capital and resources are gradually entering the bottleneck period of development.The unchangeable extensive growth model makes the development of enterprises stagnate,and the national economic development potential is also greatly limited.As an important part of China's economic structure,the brand transformation and upgrading of industrial enterprises is imperative.The core characteristics of the "industry 4.0" era are intellectualization and networking,whose main characteristics are large-scale customization and rapid response to customer needs as well as flexible production,production speed accelerated and product quality improved.In recent years,brand building has gradually become a new source of social and economic development.Its core concept of "one image,one voice" can effectively make enterprises form differentiation in the homogeneous market,generate relative competitive advantages,reduce enterprise communication costs,and improve brand image.However,the brand building of China's industrial enterprises started late,and the lack of experience and shallow background hinders the development of the additional industry economy.In order to change the status quo,the brand building of China's industrial enterprises must carry out integrated marketing communication.This paper mainly discusses the necessity of brand communication strategy upgrading and the importance of integrated marketing communication in the context of "industry 4.0".The author makes a comparative analysis of Germany's "industry 4.0" strategy and made in China 2025,and believes that industrial enterprises should actively respond to national policies and make corresponding changes,especially in the aspect of industrial brand building that was neglected in the past.By sorting out the relevant theories of industrial brands,the author makes a comparative analysis of the similarities and differences between industrial brands and consumer brands,and finds that theuniqueness of industrial brands lies in the transmission of information and the provision of functional brand association,as well as reducing risk,prestige function and financial value.On this basis,combined with China's industrial brand communication status,the author summed up the three major achievements of China's industrial brand: national strategic attention,expanding the number of product brands,domestic brand globalization scale increasing ceaselessly.And its three major crises: weak research and design,the lack of independent core technology and low product qual with brand value being not promoted to the high-end as well as weak independent brand construction ability.Through combing the theory of integrated marketing communication,the author finds that the concept has four core dimensions: message consistency;interactive;strategic focus centered on stakeholders;organization alignment.The integrated marketing communication of industrial brands is conducive to driving the sales of industrial enterprises' products and improving their corporate image.This paper also makes an in-depth case study of Siemens industrial brand building in Germany,and summarizes the highlights of Siemens industrial brand building in integrated marketing communication: Unity of core information at image level;Multi-channel integration at the coordination level.It also points out that there are three problems: unclear organizational structure of communication and over-reliance on sales;Lack of professional knowledge of industrial products;The media influence of industrial products industry is limited,and it is difficult to reach the target group efficiently.Then the paper gives its recommendations from the value,content,methods of three aspects.Finally,this paper puts forward four inspirations for the integrated marketing communication of China's industrial enterprises.From the perspective of integrated marketing communication of industrial brands,this paper makes corresponding theoretical guidance and reference significance for better promoting the transformation from "made in China" to "mind in China".