Research On The Integrated Marketing Communication Of China-Africa TEDA Overseas Parks

Appeared in the United States,the Integrated Marketing Communications(IMC)theory has greatly changed the traditional advertising and management model.Since its introduction to China in the 1990 s,it has been used in many areas of the Chinese economy.With the integration and development of China's “Belt and Road” strategy and global economic integration,Chinese overseas economic cooperation zones have become important platforms and carriers for transnational economic cooperation and international capacity transfer.IMC theory is widely used in overseas economic cooperation zones,which can not only shape brand value,enhance the comprehensive competitiveness of the park,but also provide support for the establishment of the national image.China-Africa TEDA Overseas Park is one of the second batch of national-level overseas economic and trade cooperation zones approved by the Ministry of Commerce.In the course of creation and development for more than ten years,we have gradually explored the practical application of integrated marketing communication theory in overseas economic cooperation zones,and have accumulated a lot of experience.In this paper,the research method is used for collecting and sorting out integrated marketing communication literature at home and abroad,from which the important information is drawn from.Based on the IMC theory,this paper attempts to study the development process of China-Africa TEDA Overseas Park brand from the establishment to growth and to gradual achievement of trust and recognition in domestic and foreign markets.In this paper,starting from the perspective of Integrated Marketing Communication(IMC)theory established by Professor Don Schultz at Northwestern University in the United States,firstly the positioning study is conducted through the communication ontology and audience objects to analyze the possibility and necessity of applying IMC theory in overseas cooperation zones.Secondly,the target customer-centered and clear brand positioning is established to face the target customer group with a unified image,and multiple marketing communication methods are comprehensively used,with focus on channels and terminals and so on.Moreover,various specific strategies such as the creation of a three-dimensional packaging model,domestic and foreign image migration,and effective connection between public relations and social resources in IMC theory are utilized to form a unique brand system.Finally,the case analysis method and questionnaire survey method are used to collect and summarize relevant materials and data of integrated marketing communication cases in the China-Africa TEDA Overseas Park and thus to conduct induction and review evaluations.It can be clearly recognized based on investigation and evaluation that there is a strong impression link between the overseas industrial park and the investment host country.The cooperation and linkage between China-Africa TEDA Overseas Cooperation Zone and the enterprises in the park needs to be further strengthened so as to establish the positive “China impression” brand aggregation effect.Meanwhile,in terms of regional cognitive scope and cross-cultural communication,it is necessary to gradually improve marketing strategies and thus to adapt to the industry issues of transnational marketing.In future practice,it is recommended that the China-Africa TEDA Overseas Park shall try to develop a mother-child marketing strategy under the diversified strategy,improve cross-cultural brand communication under the “Belt and Road” background,integrate new media technologies,activate the Internet media matrix,and form a new model to drive integrated marketing by “Digital Marketing Communication”(DMC).Besides,it is necessary to use the media strategy in the era of big data and the brand segmentation strategy after the park enters the rapid development stage to guide China-Africa TEDA Overseas Park and thus to coordinate internal and external resources,improve their ability to resist risks overseas,reduce the barriers of transnational brand communication,and to enhance the overall brand value.