Research On The Interactive Integrated Marketing Communications Strategy Of Xiaomi's Mobile Phone

Due to the rise and popularization of mobile Internet,consumer behavior data are more convenient to collect.It has made the marketing concept and communication mode of the original PC era change dramatically.The previous unidirectional marketing communications theory characterized by exhibition can not meet the needs of modern enterprise.Therefore,it is necessary to develop a new type of marketing communication theory—interactive integrated marketing communication.As a new type of marketing communication theory,it provides integrated marketing solutions for enterprises by integrating internal resources and external high-quality media resources,so as to meet the personalized marketing communication needs of enterprises.The main research question of this study is how to build a personalized marketing management strategy of Xiaomi's mobile phone on the basis of interactive IMC theory.The research objects of this paper mainly includes Xiaomi and her main stakeholders,including shareholders,employees,suppliers,distributors,consumers and cooperative media.The theory of integrated marketing communications was originated in the United States in 1990' s,and the core of the theory is to advocate the systematic integration of various marketing media and to focus on brand building,maintenance and communication.The company can establish lasting connection with consumers,enhance the brand value of enterprises and customers' credibility to the band.Establishing brand credibility is the best way of marketing,which can help enterprises achieve sustainable development.On the strength of related interactive IMC theories both home and abroad and the successful operation experience of Xiaomi's mobile phone,this paper studies the successful experience and existing problems of Xiaomi's mobile phone in the application of interactive integrated marketing communications theory in practice,and puts forward corresponding improvement strategies and promotion ideas to help enterprises improve brand awareness,so as to increase the market competitiveness of enterprises.At first,this paper puts forward the research questions and the framework,and then systematically reviews the relevant theories of interactive IMC.After summarizing the content of interactive integrated marketing communications,this thesis analyzes the current situation of IMC strategy of Xiaomi's mobile phone,and constructs a framework of Xiaomi's mobile phone marketing strategy based on interactive integrated marketing communications theory.Through the case study of Xiaomi's mobile phone,this thesis concludes the optimization scheme of interactive IMC strategy of Xiaomi's mobile phone and puts forward the promotion ideas of this strategy in practice.