A Company Integrated Marketing Communication Strategy Optimization

After more than 20 years of development,China's maternal and child industry has experienced the precipitation of the initial stage and the take-off stage.Various relevant data show that its market size and capacity have increased year by year.Under the conditions of the country's comprehensive liberalization of the second-child policy to encourage childbearing,the upgrading of maternal and child consumer consumption,the change of parenting concept and the rise of the new retail model,the implementation of various favorable policies and the huge market volume also indicate that the maternal and child industry still It is a sunrise industry.However,as the market giants have laid out the maternal and child industry,the war between the online and offline mother-child platforms has become hot.Today,there are more than 100 large-scale or small-scale cross-border mother and child e-commerce companies.In such a fiercely competitive environment,enterprises have obvious misunderstandings through price wars and are unable to carry out sustainable development difficulties.In addition,in the face of numerous cross-border e-commerce,it is difficult for consumers to distinguish between good and bad and thus increase the difficulty of decision-making by consumers.As a cross-border mother and child e-commerce provider,Company A adopts a new retail model of“vertical self-operated platform+offline store+social sharing”,which is very similar to the industry leader,but lacks external field capital support in marketing.The intensity of communication is also far from the vertical generation of maternal and child e-commerce.Consumers on established platforms have become accustomed to purchasing various products through existing APPs,making it difficult for A company's self-operated platform to drain and obtain customers.Secondly,Company A also tries to use traditional media and new media tools for marketing and Promotion,but consumers have not been too sensitive to the lack of innovative content and fragmented marketing,which is common to many SMEs.How to avoid the squeeze of well-known brands and capital,capture their own market areas,use social media traffic dividends,break the traditional marketing methods with high-quality content marketing,enhance corporate brand influence and total revenue,it is worthy of A company to think deeply.This paper takes the vertical mother-infant enterprise A as the research object,and combines the author's current work,based on the relevant literature and materials,through the analysis of the marketing environment of company A.At the same time,the company's marketing status is deeply analyzed.It refers to the problems existing in the implementation of marketing strategy of A company.It uses the integrated marketing communication theory to study and think,and designs a targeted marketing strategy for company A.How to use integration Marketing communication theory and thinking,using integrated marketing tools to reorganize and implement,through the above research,draw conclusions.In the sales process of Company A,the public relations marketing,channel communication marketing strategy,personnel marketing strategy,promotion strategy,customer relationship marketing strategy,etc.are integrated to enhance the brand influence of Company A,thereby increasing the company's efficiency,also for China.Small and medium-sized maternal and child products companies provide integrated marketing communication ideas and methods.