The Integrated Marketing Communication Plan Of Jiumu Royal Deer Industry

In 2020,China will achieve the first Centenary Goal of building a moderately prosperous society in all respects.When people's spiritual life and material needs are abundant,health preservation has gradually become has become a common topic of concern.On the one hand,the aging population and environmental issues have increased the potential needs of residents for health care and medical treatment.On the other hand,policies have promoted the construction of "healthy China",and industries related to general health have been booming.In particular,the emergence of the epidemic this year has made consumers pay more attention to health.Some products with the concept of health care will win new growth opportunities in the future.Based on this development background,Jiumu Royal Deer Industry has an opportunity for.This case investigates the geographic location,industrial characteristics(health preservation products and cultural tourism industry)and the status of communication.Through analyzing competitors Shengluyuan and Bailuchun,learning from the marketing experience of Wuliangye Gold Wine and Baotou World Deer Park and analyzing SWOT,the case has determined the target market is the province and the Yangtze River Delta metropolitan area,and clarified core customer groups and potential customer groups.Thus proposed the brand image positioning of “good for health,quality life”.This case is based on the “SIPS model” that analyzes the process of consumer behavior in the social media era,that is,Sympathize-Identify-Participate-Share & Spread.Basing on the model.the case carried out a system brand construction and focused on online promotion.And because of the epidemic situation,suggestions were given to the advertising strategy.Finally,the cost budget was compiled and the effect evaluation was carried out from three aspects: advertising effect evaluation,marketing activities' effect evaluation and brand communication effect evaluation.At the same time,the case developed evaluation methods to monitor effects comprehensively,which contribute to later optimization and adjustment.