The Research On Integrated Marketing Communication Of E Nutrition Company From The Perspective Of Internet Marketing

With the continuous upgrading and development of mobile Internet technology,marketing presents new features such as community,scene and platform integration Under the new Internet user purchase mode,how to adjust the enterprise Internet marketing activities and formulate the new integrated marketing communication strategy from the perspective of Internet marketing is the core problem that all kinds of Internet marketing enterprise needs to solve,and it is also the essence and characteristics of the new Internet integrated marketing communicationIn the "hot atmosphere" of national policy,the nutrition industry continues to encounter the "cold atmosphere" of marketing.Through the analysis of the nutrition industry and the market characteristics of the E nutrition company product characteristics and organizational resources,this paper uses the SWOT analysis and gives a new IMC reposition of E nutrition company.Then,by analyzing the consumer purchase model in the era of social media,the consumer-oriented Internet marketing activities suitable for E nutrition company are developed.Finally,combined with the theory of integrated marketing communication,this paper presents the behavioral methodology of IMC of nutrition enterprises.E nutrition company should adjust the organizational structure and transform from brand operator to Internet platform service provider.The specific integrated marketing communication strategy is to open an online mall based on the public number besides the original offline and third-party e-commerce channels and use a variety of sales promotion tools to promote product sales;establish the integrated media communication department and use a variety of media tools to increase corporate public relations publicity and improve corporate brand image;Increase the construction of offline direct sales team,accelerate the recommendation of the platform among doctors,and maximize the drainage of target consumers to the platform;Set up online sales department,carry out remote accurate nutrition management by using traceable customer service system,and achieve sales conversion and customer retention;Finally,set up a community operation department,improve the flow operation of private enterprise,to achieve sustainable business.Finally,the author puts forward the concrete safeguard measures such as improving legal and financial operational security for the implementation of the integrated marketing communication strategy from the Internet marketing perspective of E nutrition companyCombining with mobile Internet technology to achieve precision marketing is the goal and ideal of many enterprises.Only in this way,enterprises can maintain competitive advantages in the complex market competition and achieve sustainable development.The research of this paper has certain reference function to the domestic nutrition enterprises to actively explore the Internet integrated marketing communication.