Research On The Integrated Marketing Communication Strategy Of KY Company’s Industrial Floor Drain Products

With the convening of the Fifth Plenary Session of the Nineteenth Central Committee,China’s economy is gradually changing to a new development model in which the major cycle is the main one and the two major internal and external cycles promote each other.At present,China’s industry is also gradually developing towards the trend of intelligence,innovation and environmental protection,and the industrial floor drain industry is also in a high-speed growth period.Along with the continuous development of Internet technology and the upgrading of new media communication methods,industrial enterprises must follow the pace of consumers through new communication methods,study and analyze the problems of enterprises in marketing and provide solutions,formulate marketing that is in line with the trend of the new era strategy to improve consumer shopping experience and consumption.The subject of this paper,KY Industrial Floor Drain Company,is a high-tech enterpris e of industrial drainage with integrated R&D,design,consulting,production,sales an d after-sales service.Based on the company’s business profile and industry environment,thi s study first describes the company’s products,market share and existing marketing strategi es,and analyzes the industry environment.Then,through in-depth interviews with the com pany’s management,comprehensive discussions were held to analyze marketing communic ation strategy problems and improvement strategies,and SPSS software and questionnaires were used to uncover the problems of KY industrial floor drainage marketing strategy.It w as found that the company currently has problems such as not being customer-oriented,ins ufficient integration of customer data information,single means of marketing communicati on,and inconsistent information at various points of contact with customers.Based on the research questions,this study used integrated marketing communication theory as the basis to develop a set of marketing communication strategy plans suitable for KY,providing the company with corresponding solution ideas.The study also uses Internet marketing theory as a supporting theory and the breakthrough of technological boundaries as a characteristic of the new industry,combined with KY’s strategic planning and develop ment needs,and finally constructs an integrated marketing communication plan for KY,tak ing into account its feasibility and operability.The plan will help KY to actively grasp the f irst opportunity in the new Internet industry,steadily increase its market share,maintain its own advantages while continuously improving its competitiveness,and ultimately achieve t he purpose of increasing economic benefits.At the same time to promote the healthy and su stainable development of the industry,to provide practical reference for peers,and to provi de marketing strategies for other industries to learn from.