Research On Integrated Marketing Communication Strategy Of L Company 3D Naked Eye On-board Display

With the rapid development of automobile industry,automobile has gradually moved towards electrification and intelligence.The smart cockpit also began to be popular in the car,as the output port in the smart cockpit,the demand for on-board display began to show explosive growth.L Company is a North American company which was founded in 2014.The founder’s breakthrough in the research of naked eye 3D display technology was the basics for the establishment of the company.At the beginning of company’s establishment,the company invested its main resources in product research and development,with naked eye 3D mobile phone and naked eye 3D tablet computer.The main markets for these products are abroad.The company expects to Launch this new product,naked eye 3D on-board display,under the background of the development of domestic smart cockpit.Combined with the problems encountered in product promotion in foreign markets in the past and the uncertainty of the promotion of this new product in the domestic market,the company needs to take steps in formulating promotion strategies.Through PEST analysis,this paper analyzes the macro background of the industry in which the product is located,and conducts SWOT analysis on the company’s current situation to determine the company’s current strengths,weaknesses,opportunities and challenges in the industry.Based on the analysis of macro background and internal resources of the company,the questionnaire was designed based on the theory of innovation diffusion and the concept of perceived product innovation.After data collection and analysis,it is concluded that perceived product innovativeness,customer inspiration,perceived risk and product knowledge all have certain effects on customer adoption.Combined with the domestic market environment,according to the results of the integrated marketing strategy.It provides ideas for the promotion of L Company’s naked eye 3D on-board display products in the domestic market,and plays a positive role in promoting the product in the domestic market.In this paper,based on the theory of diffusion of innovation,perception of product innovation and other theories,the selfbuilt new model expands the research dimension in theoretical research.At the same time,in practice,this strategy for L company’s new products in other fields of the promotion of certain reference.