Research on the Construction of the Integrated Marketing Communications based on the Brand Value
- Bo Sun, Zijing Zeng
- Corresponding Author
- Bo Sun
Available Online December 2013.
- https://doi.org/10.2991/mdhss-13.2013.9How to use a DOI?
- IMC brand value Chinese characteristics
- 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.
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 UR - https://doi.org/10.2991/mdhss-13.2013.9 DO - https://doi.org/10.2991/mdhss-13.2013.9 ID - Sun2013/12 ER -