Research on the Construction of the Integrated Marketing Communications based on the Brand Value

DOI

10.2991/mdhss-13.2013.9How to use a DOI?

Keywords

IMC brand value Chinese characteristics

Abstract

When the product homogeneity is increasingly serious and consumer spending habits have been changing constantly today, the brand has become the main source of enterprise competitive advantage, and integrated marketing communications based on the brand value will bring more lasting development for the enterprise. In this article, the authors explore the IMC theory system based on brand value and the operation level by putting forward the core and ultimate value of IMC. Then point out the challenge for the implementation of IMC based on brand value in China. Moreover, the authors propose the method of constructing the IMC with Chinese characteristics.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bo Sun
AU  - Zijing Zeng
PY  - 2013/12
DA  - 2013/12
TI  - Research on the Construction of the Integrated Marketing Communications based on the Brand Value
BT  - Proceedings of the 2013 International Conference on the Modern Development of Humanities and Social Science
PB  - Atlantis Press
SP  - 36
EP  - 39
SN  - 1951-6851
UR  - https://doi.org/10.2991/mdhss-13.2013.9
DO  - 10.2991/mdhss-13.2013.9
ID  - Sun2013/12
ER  -