整合營銷傳播的中國主張與實踐Chinax27sadvocacyandpracticeofintegratedmarketingcommunications

1、整合營銷傳播的中國主張與實踐（ China's advocacy and practiceof integrated marketing communications)Psychological cognition and cognitive resourcesAs an epoch-making revolutionary marketing innovation of integrated marketing communication in practice, how to avoid falling into the superficial understanding of t

2、he various means "believers with Sarah" and "assorted cold dishes" mixed embarrassment, this is a problem.Wesee not without worry, Mr. Schultz pioneered the integrated marketing communication theory is a repeat of Qian Zhongshu's "tragedy" in Chinese: foreign stuff

3、into our hands, is a ruined one, this is what we can do. There is a huge gap between the actual theoretical research capabilities and the ability to create shallow conceptual bubbles, which makes it possible for local advertisers to promote the idea of integrated marketing communication.For the stai

4、rs, but no one down, the integrated marketing communication theory from "xiangbobo" lost to practice experts and advertising companies as pioneer, frontier "label", the reason and the recipient pay attention to methods and tools, but ignore the revolutionary ideology has much to

5、do.IMC first appeared as a kind of thought, the starting point and end point to "consumer", and at this point the natural and traditional ideas. However, just "marketing is consumer oriented" means nothing, and there is no practical guidance, because there has never been any prod

6、uct production andmarketing, not from the consumer.The key lies in further questioning: what is marketing oriented to consumers?Integrated marketing communication is the answer given by the consumer cognition oriented, this is the most revolutionary theory of gene, which is a cause of subversion, th

7、e marketing idea before, in the "4P" in the era of no concern to consumers "cognition" and "facts" are the difference between and unequal. The thought theory, but also very few people mentioned advertising campaign can start from the "Anatomy" in the mind of c

8、onsumers.It is also because of this, it is necessary to "integration" as the core elements of the thought and keywords, or "integration" can be replaced by the word "comprehensive", and the comprehensive use of various marketing means of communication have already, wher

9、e the value of thought.In China, the theory circle or the so-called "actual combat" or seldom used from the consumer psychology cognition study of integrated marketing communication in advertising, the most popular is quite China characteristics of the "Eighteen WuYi" Qi battle,

10、although not on the mouth say, collective unconsciousness is such a thing.This situation is gradually changing, and at the theoretical level, people who really have communication with the western media have begun to explore this aspect more. The general manager of Guangdong Heisei advertising compan

11、y Wu Xiaobo hassuch characteristics: described in advertising in essence, advertising is effective mobilization and integration of Consumer Psychology cognitive resources. In the domestic advertising industry, this should be considered as the most theoretical content of the dialogue between the loca

12、l and international integrated marketing communications sector.As the "jelly pudding Lang", "crystal love, forever", "apple is ripe, Nintaus DVD, mobile phone in the waveguide, fighter and other local integrated communication classic case of the creator, the dissemination of

13、 works to the companyin the local advertising industry is always interesting, but the spread of the tension comesfrom the problem, they hold" a "view; however, their own discourse system from the Heisei its extraordinary achievement of integrated marketing communication in place of underst

14、anding are not unrelated.In the elucidation of the integrated marketing communication based on "consumer awareness" as the center, focus on the psychological mechanism of consumer cognition (internal) and consumer cognitive resources (external) two basic aspects.In that, the core competiti

15、veness of future advertising from the cognitive psychology of consumers to grasp, this is hard currency with the whole industry and the upstream service object dialogue "",Enterprises select key advertising agency considerations will be who knows more about the cognitive status of consumer

16、s who know more about the product or industry market; as a producer and consumer dialogue "translation" (Trout language), theadvertising companycommunication due to its consumer language grasp, this is similar to the legendary birds know the language thus know the secret of Hunter Haili cl

17、oth hole.Consumers' cognitive psychological research in two aspects, one is the consumer psychological mechanismand transformation of advertising information, two is the psychological image formed by the accumulation of knowledge of the consumer market; the study of the former is helpful to choo

18、se the best communication effect of core information dissemination, research on the latter will help us find the best starting point spread and advertising strategy.In the consumer cognitive resources, Heisei think should establish a marketing theory model with "integration of resources" a

19、s the core concept, has Chinese characteristics. In this model, the essence of advertising is understood as a means of mobilizing and integrating the cognition of audience resources in other words, only those who can afford to mobilize and integrate resources. The cognition of audience advertising i

20、s meaningful advertising, the lack of regulation power and integration, with creative ideas or art and creative advertising creative is meaningless.Wu Xiaobo pointed out that the overall cognitive resources of Western society and China's overall social cognitive resources in the current form of

21、great difference. In the overall level of national cultural quality high society, good communication can serve to fully mobilize the cognitive resources, so their marketing theory more emphasis on communication and communication; and at this stage in the national Chinese,knowledge level and cognitiv

22、e ability in different regions and different groups of people in different levels and different shapes. All the resources are in an unbalanced state, fully integrated in Chinese only emphasizes the resources, integrate well, there will be extraordinary marketing situation, quickly open the market, t

23、he rapid development of enterprises, such as the implementation of the brand or the Heisei brand "jump".The results of consumer cognitive research have made possible the integration of various means of communication. Otherwise, "integration" has neither started nor started.Visual

24、 perception symbolAs the lifeblood of all marketing activities (Tom Peters language), information is the basis for the implementation of integrated communication, and the key to advertising is to refine it.Marketing communication is difficult to achieve effective communication with consumers. The ke

25、y is that the information conveyed by product advertising is inconsistent with consumer information, which is an important point of view by Schultz et al. In that only based on consumer cognition, to refine the core information consistent with the integration of communication or potential consumers

26、of information and experience in the field of.In that, the decision-making process of consumers there is a"black box", the black box is consumer self learning experience, he will consciously use these huge data, but usually only simple brand cognitive form as the basis for decision-making,

27、 so that all information must be consistent with the "black box" structure. In the practice of advertising in the Heisei core information, mainly in the visual symbol form integration of consumer cognition. Apple, Nintaus waveguide fighter is the visual symbol memory and communication, Lan

28、g and crystal love music is earcon easy to spread, as the core of information dissemination, the perceptual symbol visual art with information form and content consumers have.For consumers, apple and fighters are cognitive codes, once received information, the consumer's mind that launched the i

29、nformation storage system restructuring, add, change or recall the psychological "decoding" process. "The fighter of the mobile phone to guide" as an example, research on consumer cognition in Heisei believes that when the 2000 market environment for local consumers, mobile phone

30、 is good depends on the signal receiving ability, that is to say the call good performance is the core of information needs to be communicated, it is the premise of integrated communication ".The mobile phone is actually the performance requirements of consumers on product quality and technolog

31、y of cognitive results, to achieve effective communication with consumers at this point, the quality and technical indicators need to be very complex is simplified to a mobile phone, can be easily transformed into the concept of consumer know and classified, so that consumers receive and decode. Thi

32、s comes back to the commonsense of cognition: commonsense symbols that represent consumer performance requirements are the best vehicle for delivering core information. As a fighter the minds ofconsumers in the storage system can reflect the cutting-edge technology of natural symbols, will lead cons

33、umers to make associations between mobile phone and mobile phone call performance, and have good performance of "cognitive waveguide".Similarly, Heisei will use the consciousness of integration into the Nintaus DVD advertising campaign, the original DVD technology products as its technical

34、 maturity to consumers is a strange concept, but "ripe apples" and consumer psychology relating to "mature" coincides with the existing classificationsystem. As a mature concept of bridge convey theapples, in the minds of consumers in the storage system skillfully DVDproducts and

35、 technology more mature the concept of link up.In that advertising to impress consumers, to resonate with the consumer must interpret the general cognitive accumulation in their mind, and the application of cognitive symbols common psychological and emotional touch resources. Brand communication in

36、the implementation of Xizhilang and crystal love, Heisei firmly grasp the "family" of the basic cognitive psychology: even the social and family structure has undergone tremendous changes, affection is priceless still 5000 years of precipitation, rooted in people's hearts. Therefore, c

37、ognitive means in advertising more application form of music in this humanculture to convey the brand connotation of "family". Lang each ad is a popular song, melodious songs, many strong song naturally spread in the kindergarten, school and familyMusic plays a considerable role in consume

38、r perceptions. Today, all can hear Xizhilang jelly, full of pleasure of music.The successful experience of its advertising works based on the Heisei recognized that integrated marketing communication emphasizes the return to the basic elements of humancognition, the spread of tension is more reflect

39、ed in language, text, sound and mysterious primitive force.Super integrated assault executionIn very attention to the importance of social resources characteristics of integrated communication. In that high-speed growth in the market is fragmented, resource distribution is free, uneven, unbalanced,

40、with its own energy and commercial value because of the lack of integration based on the platform can not be released, which requires real market insight and imagination of the advertising company to "integration" and "link".The spread of "Crystal Love" provides a great

41、 demonstration of the super link of resources. "Crystal Love" links the entertainment resources of the society with high social attention through the deconstruction of the classic films. Because the movie "Titanic" the memory of the classic lens highest, "Crystal Love"

42、of the television advertising was even regarded as a publication of the annual advertising "negative materials". It is with this "hyperlink", "Crystal Love" with only 2 million funds to start the market in a short period of time, quickly jumped to second brand in the in

43、dustry, strong companyto successfully extend its nuclear umbrella brand. More besides the meansof the imitation innovation, cooperation and music will Heisei 30 seconds advertising songs adapted for the3 minute pop songs, and make the same name MTV, will promote the transformation of product adverti

44、sing for the promotion of popular songs; on the other hand, through consultation and Phoenix, the TV drama Japanese Idol love to buy the change to the "love of crystal", while the song "Crystal Love" as the theme songs of TV shows, get rid of the traditional form of traditional t

45、elevision advertising with spots.The fast-growing market, opportunities and resources are fleeting, all social resources are fair to enterprises and advertising companies,Whether it is reasonable for commercial use and fully tap its potential value, whether the execution of hyperlink accomplishment,

46、 become the most important factors. In the waveguide to achieve a very leap in 2001, there is a wealth of social resources for enterprises to spread articles. At that time, the domestic mobile phone market matures, mobile phone brand advertising into the melee era, the mobile phone brand in the mark

47、et promotion and a high degree of attention of social resources for the link, such as Motorola CUBA, link 170000 Mister Wang Shi, NOKIA World University Games, the TCL rose about links with South Korea beauty Kim Hee Sun. Comparing the above integration behavior of social hot spots, but for the roun

48、d of ten waveguide links when news Chinese cheer ten hot one, a good basis for maximizing the spread of influence; in the form of integration activities, competitors are basically the title, press conference, sponsorship and other traditional routines, only ten strong combat waveguide Award activiti

49、es is a new form of activities,fully interactive, and conform to noconventional pattern, and the waveguide brand combattemperament perfect combination of link and communication ten match with hot brand provides waveguide form the best, the dissemination of difference; from the propagation effect, th

50、e vast most of the dissemination of the scope of the audience are limited to a small niche market, and guide "ten battle awards" is the effective use of Chinese for years to Chinese Strong feelings of football, makeefforts to the world, "the ten race" locked in time of media plan

51、ning, inspire national people's high attention, reached the maximumrange of audiences. "During the ten season" activities, in the mobile phone industry, waveguide advertising costs only tenth, less than seven foreign brands and two domestic brands, but brand waveguide first reference r

52、ate for two consecutive months to maintain sixth, second only to the top five brands, and far more than other domestic brands, to achieve low cost objective to obtain high returns.After the outbreak of the war in Afghanistan in 2001, Phoenix TV launched the "first war of the century" news

53、column to track the war. Due to the first broadcast of "9. 11" events, Phoenix TV in the Chinese circle has expanded rapidly, and this column has become the best window for the Chinese world to pay attention to the progress of the war. For businesses, this is the best platform for hyperlinks and global events, because the event determines the global influence of the event link can achieve a high de