Research On The Integrated Marketing Communication Of The Cultural Brand "See The Ideal" Series

Since the launch of the "vision" series program,it has caused a cultural boom,and its all-round communication mode has also attracted public attention.Whether it is the unique broadcast of Youku Tudou dual platform,the content extension of the "vision" app,or the sale of surrounding products,the "vision" brand has integrated all the communication channels in varying degrees and regulated the content,which is a typical example Integrated marketing communication.In view of this,this paper will start from the perspective of integrated marketing communication,apply case study and text analysis of the program,study the integrated marketing communication process,the characteristics of integrated marketing communication,and the difficulties encountered in the process of integrated marketing communication,and finally put forward suggestions and countermeasures.The reason for the integrated marketing communication of "vision" series programs is that the media environment has changed and the communication situation has become more complex;the way of receiving information has changed from one-way communication in the era of mass communication to two-way interactive communication in the era of Internet;the third reason is that in order to gain market share,the main body of the communication of "vision" programs has become more serious Depending on the actual results of the program.In order to carry out integrated marketing communication,the first step is to study the audience of the program and formulate the audience strategy;the second step is to do a good job in the contact management of the audience;the third step is to refine the communication strategy of the program content;the fourth step is the combination of the means of the program communication.The series of "kan ideal" has its unique characteristics ofintegrated marketing communication.First,it focuses on the audience for program production and communication;second,it establishes the audience's loyalty to the program brand for the purpose of relationship marketing;third,it combines the integration of communication channels and content.The problems of the integrated marketing communication of the series of "kan ideal" mainly lie in the low integration and unity of the content,the different effects of channel integration,the leading role of the host in selecting the topic of the program content,and the difficulty of forming the whole brand sound wave for diversified fans.In this regard,the optimization suggestions for the long-term development of the program are to integrate the content,unify the content voice,vigorously manage the socialized communication channels,supplement the weak channel audiences,play the core value of integrated marketing communication,adhere to the principle of Audience Center,give full play to the cultural star effect of the main holder,and improve the brand awareness of the program.