Brand-new cross-border planning, cross-border integrated marketing in six aspects

Cross-border consumption opens a new era of integrated marketing communication! 1992, the world's first IMC (Integrated Marketing Communication) monograph "Integrated Marketing Communication" came out in the United States. The authors are Don Schultz, a professor at Northwestern University who is very famous in the advertising field, and his collaborator StanleyI. Tannenbaum and Robert F. Lauterborn. "The core idea of IMC is to unify all communication activities related to enterprise marketing: on the one hand, IMC covers all communication activities such as advertising, promotion, public relations, direct sales, CI, packaging and news media within the scope of marketing activities; On the other hand, it enables enterprises to convey unified communication information to consumers. Therefore, integrated marketing communication is also called SpeakWithOneVoice, which is a unified strategy of marketing communication. " In the era of cross-border consumption, the change of consumer demand pattern makes us realize that we have entered a brand-new era of integrated marketing communication-cross-border planning and cross-border integrated marketing communication. In the era of cross-border integrated marketing communication, the market we face provides us with many unimaginable "cross-border possibilities". This paper will start from the following six aspects: 1. Cross-industry integration-breaking industrial boundaries II. Cross-product innovation-takenism in product development iii. Cross-crowd expansion-expanding the market network 4. Cross-communication breakthrough-a good cat can catch mice. Cross-channel operation-all channels lead to God 6. Cross-cultural reconstruction-melting-broken industrial boundaries The road of the original industry is getting narrower and narrower, and it is getting harder and harder. Cross-border consumption provides realistic conditions for enterprises to get out of the "cage" of the industry. Today, with the rapid technological progress and increasingly fierce competition, in order to break through the bottleneck of the original industry and seek greater economic benefits, many enterprises have begun to turn to the industrial integration strategy in their business activities. AMD, Hewlett-Packard and Tencent actively responded to the trend of industrial integration, and cross-industry cooperation created a new blue ocean for PC. The three parties announced a high-profile strategic alliance and took the lead in launching the concept of "customized theme notebook computer". This move is also regarded by AMD, Hewlett-Packard and tencent games as a cross-industry "elite cooperation" to redefine the concept of game book, subdivide the PC market with precise differentiated marketing, and break the homogenization and price war of the industry. Through such cross-industry cooperation, we can explore potential users more deeply and extensively, meet users' needs more accurately and intimately, bring the benefits of industrial integration to consumers, and intentionally break the shackles of homogenization and price war. Cross-industry integration is essentially an innovation, which can promote the adjustment and upgrading of industrial structure. The cross-integration of industries has injected new impetus into enterprises, increased their innovation ability and growth ability, linked unrelated businesses in the past, exerted the enjoyment effect of resources, activated the originally dead market, and is more conducive to forming new profit growth points and enhancing the comprehensive competitiveness of brands. 2. Cross-product innovation-takenism in product development The ancients often said that stones from other mountains can attack jade. In the era of cross-border consumption, product innovation is more about learning to integrate-learning from other products, grafting and deconstructing innovation with a spirit of takenism, and finally making your products brilliant and innovative. The core function of mobile phone is high-quality call, but now it seems that few consumers will care about this function, because almost all mobile phones sold in the market can meet this demand. Today, the mobile phone has developed from a single function to a multi-functional intelligent field. Mobile phones have transcended the functions of digital cameras, MP3 players, handheld game consoles, handheld computers and many other products, integrating them and enriching their respective advantages. With the advent of 3G era, we will see more product functions in other fields being presented on mobile phones, such as satellite positioning system, mobile TV and so on, which is the result of cross-product innovation. Today, with the homogenization of products, consumers can find products that can replace each other in most consumer fields. Only those enterprises that can accurately grasp the demand trend of consumers, conform to the mainstream of consumption in the era of cross-border consumption, and develop new products through cross-border planning and cross-border integration can win more market competitive advantages. 3. Cross-crowd expansion-expanding market network "Who are your products sold to?" Exploring and digging deep into the target group will always be the driving force for the growth of enterprises and brands. Some products are sold to the elderly, some products are sold to children and some products are sold to business people. It can be said that each product and brand has its own target consumer group. In the era of cross-border consumption, the target consumer groups of a product or brand have become more and more extensive and diversified. There are two main reasons for this: First, consumer demand. The second is the strategic shift of enterprise target consumers. For enterprises, the target consumers of their products are as many as possible, and it is best for people all over the world to become my customers. It is in this market ambition that enterprises will try their best to continuously expand their market network. In fact, the cross-crowd expansion of products is a process of gradual popularization of social products. Whether it is mobile phones, computers or networks, it has gone through a process from being used by a few people to being used by many people, and behind this process, there are countless profit-seeking enterprises or businesses. Cross-border planning and expanding the crowd can bring rolling financial resources to enterprises. However, not every enterprise can accurately capture the hearts of target consumers across borders, which is the key to the success or failure of cross-border planning of enterprise groups. 4. Cross-communication breakthrough-a good cat can catch mice. Today's consumers are surrounded by all kinds of high-density advertising information. In such a communication environment that can dazzle consumers, "Is my advertisement effective?" It has become a headache for many enterprises. In the siege of advertising, how should enterprises spread their products? Communication, or advertising in a broad sense, as a way of information transmission and persuasion connecting products and consumers, has experienced a process of continuous evolution and development with the development of society and the maturity of the market. Today, the media we can choose are more and more diverse. In addition to newspapers, magazines, outdoor and other traditional media, you can also choose many emerging media such as the Internet and mobile phones. On the other hand, you are constantly groping in the market. It has also accumulated rich communication experience for enterprises, and the communication means and skills of enterprises are becoming more and more mature. In order to convince consumers, you can choose to "bomb indiscriminately" on TV, invite experts and consumers to a tea party, and give consumers a long speech in the newspaper. In short, no matter whether you use a black cat or a white cat today, it is a good cat that can catch mice. Therefore, communication innovation is particularly important for today's enterprises, especially when your old communication methods have gradually failed, you must try some new communication methods. 5. Cross-channel operation-from pharmacies to supermarkets, from distribution agents to self-built franchisees, from offline to online, all channels lead to God. In the era of cross-border consumption, enterprises are faced with more and more channel choices, which can be said to be "all roads lead to God". Today, the traditional concept of channels is being overthrown, and channels are appearing everywhere that can reach consumers. Selling luxury goods in galleries or art galleries, hanging artworks in five-star hotels or private clubs, convenience stores are becoming an important channel for newspapers and magazines, and so on. All these show that in the new marketing era, the boundaries of channels are being broken, and enterprises have the opportunity to find development opportunities through cross-border planning channels. There is a precedent for cosmetics to be sold in pharmacies, and the combination of different channels will undoubtedly make products or services show more prominent differentiated value. As we all know, the main sales channels of cosmetics and skin care products are department stores, supermarkets and franchise stores. However, Vichy has a unique way and only sells it in pharmacies. This has opened up another blue ocean in the highly competitive cosmetics market, established a unique brand image and captured the favor of a large number of consumers. Because pharmacies in China convey a professional and healthy image to consumers, which coincides with Vichy's brand appeal and increases consumers' trust in this profession. It is no exaggeration to say that it is through cross-channel expansion that Vichy's brand appeal has been strongly enhanced, leading to its brand status today. 6. Cross-cultural remolding-deconstruction and compatibility of different cultures. Every product and industry has its own unique cultural field. When we focus our innovative eyes on other industries, it means a kind of cultural remodeling. As water is to plants, culture is a cross-border innovation of culture. Keeping the water fresh at all times will make the product more spiritual. Milan Home Furnishing Exhibition in 2008 is a mixture of multi-cultural flavors: the cross-border planning of Italian professional home furnishing brand Boloni is not cross-border, but integration, perhaps to emphasize the feeling of "integration". Its home itself also presents more cultural freedom and design compatibility, such as "China culture+western culture" and "classical culture+modern culture". Let home become a richer cultural fruit bowl. LinoCadato, the chief designer of Boloni Italy, interprets the cross-border planning of this home culture in this way: "It represents a rare and unique taste, and it is a free kingdom that strives to find a mix of different styles across time, region and culture." Undoubtedly, the cross-border planning of culture will create a new trend, but at the same time, we should also see that only by having a deep insight and appreciation of each culture can we successfully master the "cross-border" cultural deconstruction language, otherwise it will be a ridiculous simple mixture. In a word, cross-border consumption is not only the general trend of social consumption, but also indicates that the marketing planning of China enterprises has ushered in a new era-a brand-new era of cross-border planning and cross-border integrated marketing communication. This is both a challenge and an opportunity. If we grasp it, we can realize the leap-forward development of enterprises.