Research On Brand Communication Strategy Optimization Of Yiming Food From The Perspective Of Integrated Marketing Communicatio

With the sustained development of the domestic economy,a clearer understanding of dairy nutrition among urban and rural residents,and the support and standardization of the national level towards the development of the dairy industry,domestic dairy enterprises have made significant progress in recent years.In recent years,domestic e-commerce and logistics transportation systems have developed rapidly,and many regional and local dairy products brands have achieved a series of results by relying on their excellent brand communication capabilities and logistics transportation systems to expand outward.Yiming Food is a local dairy product enterprise in Wenzhou City,enjoying high local reputation.However,due to its brand influence,Yiming Food’s profitability did not increase with its scale expansion due to its low brand awareness during its expansion outside Zhejiang Province.This article will take Yiming Food as a research case and use Tang Schultz’s Eight Principles of Integrated Marketing Communication as an analytical tool.Through enterprise research,survey questionnaires,literature reading,and other methods,the theory of integrated marketing communication will be used to analyze the current situation of Yiming Food’s brand communication.The current brand communication practices and ideas of Yiming Food will be classified and elaborated,and problems in the process of Yiming Food’s brand communication will be discovered,Furthermore,propose optimization strategies for brand communication.To further enhance the brand awareness and reputation of Yiming Food,and to help Yiming Food consolidate its existing market share in Zhejiang Province,while expanding in an orderly manner in the Yangtze River Delta and national markets,in order to further enhance the brand value of the enterprise.Under the perspective of integrated marketing communication,the current brand communication status of Yiming Food mainly includes: product planning based on customer characteristics,service standards based on customer experience,business strategies based on customer behavior,and brand resources mining based on customer cognition.Through the analysis of integrated marketing communication theory,it was found that the company still has the following four problems in the brand communication process: failure to accurately grasp customer needs in product planning,failure to consider comprehensive customer experience in service standard formulation,failure to effectively guide customer behavior in business strategy formulation,and insufficient integration of internal resources in brand resource utilization.This article will propose brand integrated marketing communication measures for Yiming Food from the perspective of integrated marketing communication,such as "using an external to internal approach for product planning,focusing on comprehensive customer experience improvement service standards,enhancing customer behavior guidance effectiveness through various business strategies,and integrating internal resources to unify the company’s brand image." This will help enterprises enrich their brand communication methods,enhance their brand awareness and reputation,To achieve continuous improvement in corporate profits.