Proceedings of the 2013 International Conference on the Modern Development of Humanities and Social Science

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

Authors
Bo Sun, Zijing Zeng
Corresponding Author
Bo Sun
Available Online December 2013.
DOI
https://doi.org/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.
Open Access
This is an open access article distributed under the CC BY-NC license.

Download article (PDF)

Proceedings
2013 International Conference on the Modern Development of Humanities and Social Science
Part of series
Advances in Intelligent Systems Research
Publication Date
December 2013
ISBN
978-90786-77-90-1
ISSN
1951-6851
DOI
https://doi.org/10.2991/mdhss-13.2013.9How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

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  - 2013 International Conference on the Modern Development of Humanities and Social Science
PB  - Atlantis Press
SN  - 1951-6851
UR  - https://doi.org/10.2991/mdhss-13.2013.9
DO  - https://doi.org/10.2991/mdhss-13.2013.9
ID  - Sun2013/12
ER  -