Research On The ASUS Internet Interactive Integrated Marketing Communications Strategy Of Notebook Computer

In the 21 st century,new breakthroughs have been made in the application of integrated marketing communication theory and practice.Schultz and other scholars put forward the concept of value-based integrated marketing communication on the basis of in-depth research;from the level of integration of communication tools to the overall strategic level of the company,and put forward the view that customers should be regarded as assets and communication as investment.The rapid development of mobile Internet technology is profoundly changing the business environment and user interaction communication mode which enterprises have been accustomed to.Interactive integrated marketing communication based on interactive media,database and stakeholder management has become an important strategic means for enterprises to create value.China's domestic PC market has been declining since 2013.On the contrary,thanks to the rapid development of mobile internet,smartphones are facing tremendous market growth opportunities.At the same time,along with the rapid rise of e-commerce platforms such as JD and TMALL,the traditional PC manufacturing enterprises used to use information asymmetry to establish market discourse power has been sharply weakened.Faced with such a severe internal and external environment,the survival pressure of domestic PC enterprises is increasing day by day.At the same time,the relatively stable market structure established in the past 20 years has begun to show signs of cracks and reconstruction.Faced with the predicament,computer manufacturing enterprises choose different market strategies to try to break through.Some enterprises choose low-price strategy,others choose to turn to Internet sales in an all-round way.This paper chooses three major enterprises of PC system to make a comparative analysis and Research on their market strategies.On the one hand,it can help us grasp the marketing status of ASUS ROG product series relatively accurately,and at the same time,it can provide reference for PC manufacturing enterprises which are facing increasingly serious homogenizat ion problems to formulate correct marketing strategies in the stock market.The concepts and theories of integrated marketing communication provide the theoretical basis and development direction for ASUS to expand its business in China's domestic market.Based on the theory of interactive integrated marketing communication,network marketing and stakeholders,this study optimizes the shortcomings and shortcomings of ASUS ROG product series integrated marketing communication strategy,and puts forward the interactive integrated marketing communication strategy suitable for ASUS computer ROG product series.