Analysis on the Changes of Internet Marketing and Its Influence Under the Guidance of Integrated Marketing Communication: Taking Genki Forest as an Example

DOI

10.2991/aebmr.k.210909.013How to use a DOI?

Keywords

Integrated marketing Communication, Internet marketing, Traditional marketing, 4Ps, Genki Forest

Abstract

With the progress of information technology and the change of business environment, the marketing strategy adopted by brands or companies is changed from traditional marketing to Internet marketing. In this process, marketing communication as the main means of implementing marketing strategy is the part that produces the biggest change. Therefore, this paper puts forward the concept of integrated marketing communication, and studies the differences between traditional marketing and Internet marketing in the implementation of marketing strategies (4Ps) from the perspective of marketing communication based on relevant literature, mainly in the choice of marketing channels. In addition, this paper also studies the reasons why the emerging Internet beverage brand Genki Forest has developed rapidly in just four to five years, and analyzes the application of integrated marketing communication in the current Internet era from the three aspects of product power and pricing, digital marketing communication and new retail offline distribution, so as to provide a reference for other brands and companies.

Copyright

© 2021, 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  - Xinjie Xu
PY  - 2021
DA  - 2021/09/11
TI  - Analysis on the Changes of Internet Marketing and Its Influence Under the Guidance of Integrated Marketing Communication: Taking Genki Forest as an Example
BT  - Proceedings of the 2nd International Conference on Management, Economy and Law (ICMEL 2021)
PB  - Atlantis Press
SP  - 92
EP  - 97
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210909.013
DO  - 10.2991/aebmr.k.210909.013
ID  - Xu2021
ER  -