Marketing Case Analysis: What is Integrated Marketing?

Integrated marketing is to integrate all independent marketing into a whole, * * * will have a synergistic effect and create maximum profits for enterprises. Of course, integrated marketing should be based on the development needs of the target enterprises and can recover the funds in a short time. It should also be based on the strength, connections and how much value can be created for the target enterprise, so as to ensure that these experts are real and needed by the target enterprise. The whole process also requires continuous innovation, optimization, perfection, testing and amplification, and we must strive to be the first in our peers.

Integration is to integrate all independent marketing into a whole, resulting in synergy. These independent marketing work includes advertising, direct marketing, promotion, personnel promotion, packaging, activities, sponsorship and customer service.

Features:

① In integrated marketing communication, consumers are the core.

② A thorough and comprehensive understanding of consumers is based on the database.

③ The core work of integrated marketing communication is to cultivate the real concept of "consumer value" and keep close contact with the most valuable consumers for a long time.

(4) Dissemination based on essentially consistent information. No matter what media an enterprise uses, the information of its products or services must be clear and consistent.

⑤ Comprehensive use of various media for communication.

⑥ Keep up with the development trend of mobile Internet, especially after the extension of Internet to mobile Internet and the intelligentization of mobile terminals, new technologies have brought unprecedented subversion and impact to the original PC interconnection. In this process, we should pay close attention to market demand and integrate existing resources, including horizontal and vertical resources. Become an integrator and disseminator of mobile marketing value. Just as excellent mobile marketing integrated service providers have covered financial, automotive, IT digital, real estate and other industries, they have some typical cases and successful users.

Operational thinking

1. Focus on integration

Focus on consumers, make comprehensive use of all resources of enterprises, and realize highly integrated marketing of enterprises. Integration includes not only the integration of enterprise marketing process, marketing model and marketing management, but also the integration of business flow, logistics and information flow inside and outside the enterprise.

2. Emphasize system management

Allocate all resources of the enterprise as a whole, all levels, departments and posts within the enterprise, as well as the head office, subsidiaries and product suppliers, and coordinate actions with distributors and related partners to form a competitive advantage.

3. Emphasis on coordination and unity

The coordination of enterprise marketing activities is not only the coordination of all links and departments within the enterprise, but also the coordination between the enterprise and the external environment, and Qi Xin works together to realize integrated marketing.

4. Focus on scale and modernization

Integrated marketing attaches great importance to the scale and modern management of enterprises. Scale not only enables enterprises to obtain economies of scale, but also provides an objective basis for enterprises to effectively implement integrated marketing. Integrated marketing also depends on modern science and technology and modern management means, and modernization can provide effective guarantee for enterprises to implement integrated marketing.

Countermeasures and measures

1. Marketing concept of revolutionary enterprises

We should establish the concept of big marketing; It is necessary to establish a scientific modern marketing concept; We should establish the concept of systematic and integrated marketing.

2. Strengthen the modernization of the enterprise itself.

Enterprises should establish modern management system; Including enterprise's interest mechanism, decision-making mechanism, dynamic mechanism, restraint mechanism and so on; Modernization of management facilities;

Have modern management personnel; Strengthen organizational construction, improve management system, pay attention to enterprise scale, and straighten out other aspects of enterprises.

3. Integrate enterprise marketing

Realize the system integration of enterprise internal and external integration; Integrate enterprise marketing management; Integrate the marketing process, marketing means and marketing behavior of enterprises to achieve integration; Integrate business flow, logistics and information flow of enterprises to realize the integration of three streams.

4. Learn from foreign advanced experience

China enterprises should actively learn from the advanced management experience of foreign enterprises, especially the management of multinational companies, and the integrated marketing of multinational companies, such as CIMS system, MRP-II system, advanced transnational management and advanced technical means management, so as to provide integrated marketing services for China enterprises.