Research on Integrated Marketing Communication Strategy of Cultural Industry Brand

Research Article
Open access

Research on Integrated Marketing Communication Strategy of Cultural Industry Brand

Zian Xu 1*
  • 1 Guangxi University for Nationalities    
  • *corresponding author 269319442@qq.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/11/20230535
AEMPS Vol.11
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-49-2
ISBN (Online): 978-1-915371-50-8

Abstract

In many countries and regions, the cultural industry has gradually become the core part of economic activities. With the continuous deepening of marketing practice and the rapid development of media technology, the cultural industry brand construction based on the integrated marketing communication theory has become more and more important. The goal of brand development is to support overall strategic goals and marketing strategic goals. In the changing market environment, the use of diversified marketing communication methods, the integration and the dissemination of rich information communication contact points, can realize the sustainable development of cultural industry brand construction. Driving brand building with integrated marketing communication and expanding the market with brand will greatly promote the expansion of the cultural industry market. Based on integrated marketing communication theory, this paper takes the cultural industry brand as the research object and focuses on analyzing its communication status. It analyzes the problems of unclear target positioning, insufficient attention, scattered communication resources, and difficulty in building a long-term brand image in integrated marketing communication of the cultural industry and proposes corresponding solution strategies using the literature research method and interdisciplinary research method.

Keywords:

brand, cultural industry, communication, marketing, strategy

Xu,Z. (2023). Research on Integrated Marketing Communication Strategy of Cultural Industry Brand. Advances in Economics, Management and Political Sciences,11,164-170.
Export citation

References

[1]. Zhao Yuyao. (2021). Beauty brand Colourpop Integrated marketing Communication program (master's thesis, Nanjing University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFDTEMP&filename=1022416711.nh.

[2]. Pang Ting.(2021). Research on the Integrated Marketing Communication Method of "Ear Economy" in the Era of Mobile Media. China Management Informatization (06), 81-82.

[3]. Wang Shuo.(2020). Yunyan brand integrated marketing communication strategy research (master's thesis, Yunnan University of Finance and Economics).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202101&filename=1021510015.nh.

[4]. Wang Lin.(2020). Research on Brand Integrated Marketing Communication Strategy (master's thesis, Shihezi University).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202201&filename=1021694597.nh.

[5]. Lu Ping.(2019). A company integrated marketing communication strategy optimization (master's thesis, Nanjing University).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201902&filename=1019116891.nh.

[6]. Zhang Ganghua & Zhang Desheng.(2015). The concept and strategy of media operation of large-scale sports events under the perspective of integrated marketing and communication. News communication (17), 4-6.

[7]. Chen Zhangwang & Li Jin.(2012). Research on Integrated Marketing Communication of Three Lane and Seven Lane Based on Customer Contact Point Management. Journal of Fuzhou University (Philosophy and Social Sciences edition) (01), 47-53.

[8]. Fan Zheng & Li Yang.(2008). A New Approach of Integrated Event Marketing Communication (IEMC). Academic Exploration (06), 37-40.

[9]. Luo Yongtai.(2002). Innovation of the integrated marketing mode of knowledge-based products. Science and Science and Technology Management (12), 101-104.

[10]. Hu Yunyin, Li Jinhua & Li Hongwei.(2013). Research on the Image Construction of Chinese Intellectual Property in Integrated Marketing Communication. Technology and Economy (06), 66-70.

Cite this article

Xu,Z. (2023). Research on Integrated Marketing Communication Strategy of Cultural Industry Brand. Advances in Economics, Management and Political Sciences,11,164-170.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-49-2(Print) / 978-1-915371-50-8(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.11
ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. Zhao Yuyao. (2021). Beauty brand Colourpop Integrated marketing Communication program (master's thesis, Nanjing University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFDTEMP&filename=1022416711.nh.

[2]. Pang Ting.(2021). Research on the Integrated Marketing Communication Method of "Ear Economy" in the Era of Mobile Media. China Management Informatization (06), 81-82.

[3]. Wang Shuo.(2020). Yunyan brand integrated marketing communication strategy research (master's thesis, Yunnan University of Finance and Economics).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202101&filename=1021510015.nh.

[4]. Wang Lin.(2020). Research on Brand Integrated Marketing Communication Strategy (master's thesis, Shihezi University).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202201&filename=1021694597.nh.

[5]. Lu Ping.(2019). A company integrated marketing communication strategy optimization (master's thesis, Nanjing University).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201902&filename=1019116891.nh.

[6]. Zhang Ganghua & Zhang Desheng.(2015). The concept and strategy of media operation of large-scale sports events under the perspective of integrated marketing and communication. News communication (17), 4-6.

[7]. Chen Zhangwang & Li Jin.(2012). Research on Integrated Marketing Communication of Three Lane and Seven Lane Based on Customer Contact Point Management. Journal of Fuzhou University (Philosophy and Social Sciences edition) (01), 47-53.

[8]. Fan Zheng & Li Yang.(2008). A New Approach of Integrated Event Marketing Communication (IEMC). Academic Exploration (06), 37-40.

[9]. Luo Yongtai.(2002). Innovation of the integrated marketing mode of knowledge-based products. Science and Science and Technology Management (12), 101-104.

[10]. Hu Yunyin, Li Jinhua & Li Hongwei.(2013). Research on the Image Construction of Chinese Intellectual Property in Integrated Marketing Communication. Technology and Economy (06), 66-70.

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.