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The Integrated Band Communication Strategy Research from the Perspective of Marketing3.0

Author: LiNa
Tutor: XingLiang
School: Jinan University
Course: Journalism
Keywords: marketing3.0 integrated band communication strategy
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 189
Quote: 0
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Abstract


As the advent of the area which is full of participation,creativity as well ascontradictions, the marketing activities has transformed into marketing3.0era, whichis centered on humanism from marketing1.0and marketing2.0eras, while centeredon products and consumers. Marketing3.0era is driven by value, its value propositionhas become “resonance of spirit and value”. As a consequence, the enterprise’sintegrated band communication needs to implement the idea of marketing3.0.Only inthis way the enterprise can remain invincible in future competitions.Marketing3.0has a far-reaching effect on the enterprise’s integrated bandcommunication, with the spirit of humanism, the disseminating activities transformsinto people-oriented. This paper aims at tracing out the outline of marketing3.0fromfour aspects: the targeting strategies, the information strategies, the touching-pointsstrategies and tool strategies, and take IKEA as an example, to study the marketing3.0integrated band communication, thus offer some useful advice and experiences for thedomestic enterprises. This paper takes the marketing3.0and integrated brandcommunication theory together to research, fills the related research in academic area,riches the integrated brand communication theory, and explores new researchperspective of the theory, and provides some good advice for enterprises to implementthe integrated brand communication better.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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