Research On Integrated Marketing Communication Strategy Of Jilin Rice Brand From The Theoretical Perspective Of IMC

As one of the origins of agriculture in the world,China has a long history of grain cultivation,and rice plays an important role in Chinese diet.In recent years,rice as a representative of agricultural products in the consumer market also began to change.On the one hand,from the perspective of consumption trend,the national consumption structure continues to upgrade,the quality of life continues to improve,rice categories will be refined,brand and high-end.On the other hand,from the perspective of brand development,the current market changes,younger consumer groups,diversified marketing means,personalized media,all make the new marketing situation constantly derivative and development.To win consumer favour,obtain brand long-term development,traditional food brand also begins to adjust brand development and communication strategy,respond to market demand actively.As the regional public brand of the rice industry in Jilin Province,Jilin Rice adopts the way of regional brand + varieties,and the products of its alliance enterprises are labeled with the trademark of "Jilin Rice" and uniformly sold to the market.Under the strong endorsement of the government and the advantage of excellent geographical environment,Jilin Rice is to implement the unified logo,unified customization and unified management of franchise products,relying on all kinds of large-scale government promotion,positioning high-end rice route,spread the product concept of "delicious,safer nutrition",committed to "good rice" into "famous rice".But jilin rice in the brand communication and marketing,compared with similar rice brands still have a greater room for progress.The core problem of this paper is to find the shortcomings of Jilin rice brand in the process of integrated marketing communication.Therefore,this paper will be based on the IMC theory perspective,combined with the questionnaire to carry out empirical research,in-depth analysis of jilin rice brand integrated marketing communication strategy,found that Jilin rice in the communication strength,communication content,communication means,creative communication,communication channels and product mix and other aspects of the deficiency.And through the organic application of the 8 guiding principles and 5 key steps of IMC theory,combined with the characteristics of Jilin rice brand from the"communication layer,brand layer,product layer and effect layer" four dimensions,jilin Rice proposed "integration of social media channels,development of diversified content;Unify external image,build department union;Integrate product portfolio and focus on user experience;Integrate user data,establish evaluation mechanism and other integrated marketing communication strategies to help enterprises enrich brand communication means,broaden the road of brand marketing development,expand regional public brand effect,comprehensively enhance brand equity and brand value,and ultimately achieve a win-win situation of brand side,alliance enterprises,farmers and consumers.