EIMC’s Applied Research on the Basis of AISAS Mode
|School||Wuhan University of Technology|
|Keywords||Integrated Marketing Communications New consumers AISAS Network Integrated Marketing Communications|
The development of the Internet and new media era, the public's access to information mode and significant changes in consumer behavior patterns. In the Internet age, the consumer behavior model is from traditional AIDMA (Attention attention, interest Interest, Desire Desire, Memory Memory, Action action) mode gradually with distinctive network characteristics AISAS (Attention Note Interest interested, Search Search Action Action Share Share) paradigm shift. In AISAS mode, the audience attention, generate interest, then executed search. Business information in the Internet age, relatively open, and the network platform for the brand consumers share provides a good channel brand experience. Because space in the current market environment, the consumer's brand choice brands choose to create a more balanced information on a reciprocal basis. Therefore, in the Internet age, brand marketing communications activities is the combination of brand to inform and brand persuasion, through traditional advertising and marketing model, brand told the audience interested in the brand, they will consciously to search the web more multi-brand, to provide enough information to support their brand purchase behavior. Network era of brand integrated marketing communication based on AISAS mode, integrating a variety of media and a variety of forms of marketing conduct marketing behavior, the effect of a unified network platform integrated marketing communications, consumer involvement and interaction, to achieve depth interpretation of the effect of the brand proposition and marketing concepts. Integrated marketing communication system, the network platform is the core; while traditional advertising, word of mouth, online advertising, wireless marketing, event marketing, and other marketing activities only as a port of the brand message, brand told to stimulate the interest of the audience. Audience involved in marketing activities by searching audience brand interaction through the network platform, a diffusion brand marketing activities, through experience sharing and more consumers involved in brand marketing activities. The face of the new marketing communications environment brought about by the development of the Internet and new media era and a new generation of consumers and audience consumption patterns of behavior change, traditional marketing models and methods have been unable to meet the development of the times, is in this context under the enterprise should be how to effectively carry out the brand marketing activities? Based on changes in consumer behavior and new marketing environment to the development of integrated marketing communications for the theoretical basis of the market based on a new generation of consumers to AISAS mode kernel with the new medium of the Internet and wireless Internet, combined with the specific case, the behavior of integrated marketing communication network for enterprises to develop practical marketing communications program.