IMC digital currency transaction

Brand B2B is a brand-new concept and mode of brand integration and communication. It is a brand-new original professional platform and tool with intellectual property rights. Integrated marketing communication (IMC). In 1989, the National Association of advertising instry (AAAA, commonly known as 4a) proposed that IMC is a concept of marketing communication plan, which focuses on the added value of comprehensive plan, that is, to provide clear, consistent and most effective communication influence by evaluating the strategic role of communication means such as advertising, direct mail, personnel promotion and public relations. The research group of Northwestern University defines IMC as: "IMC takes all the contact points between brands and enterprises as information transmission channels, with the goal of directly influencing consumers' purchasing behavior. It is a powerful communication process starting from consumers and using all means.". Once the concept of IMC was put forward, it spread rapidly all over the world. But in the 21st century, with the continuous upgrading of competition and the rapid development of technology, the importance of circulation and communication has become increasingly apparent, and the way of circulation and communication has also been extended horizontally and developed in depth. The strategy implementation mode of IMC theory will be a systematic and necessary innovation process. Brand B2B believes that IMC is no longer a simple process of using brand value to manage customer relationship, but a strategic information transmission through the two-way interaction and database operation, thus affecting customers and relationship stakeholders, and at the same time creating and cultivating profitable relationships. In essence, the cultivation of profitable relationship is a process of brand cultivation. Brand is not only a contact point in the process of IMC operation, but also the core value of IMC
from the perspective of the development of e-commerce theory, brand B2B develops e-commerce from the primary stage of traditional material commodity trade to the advanced stage of cultural and ideological trade, and redefines the operation mode of e-commerce. Business activity itself is a kind of coordination process. To some extent, the traditional e-commerce theory intends to construct this coordination completely in the virtual environment of the Internet, assuming that this coordination process can be completed through the Internet. As far as the simple material trade is concerned, under the premise of fully supporting the electronic infrastructure, the coordination of business activities does have the possibility of being completely electronic. However, when the transaction content of e-commerce is intangible cultural trade, this kind of business coordination can never be so simple and mechanized. Brand B2B integrates the business coordination mode of brand culture trade online and offline in a timely manner, making the communication more thorough, the goal more clear and the effect more controllable. Brand B2B is the proct of the perfect combination of integrated marketing communication concept and traditional e-commerce technology. It is also a new breakthrough in the definition of e-commerce theory, and an innovation extension of traditional e-commerce operation mode. Different from the traditional B2B brand building, the payment by inquiry mode means that the enterprises engaged in international trade do not pay according to the time, but according to the actual effect of overseas promotion, that is, the actual effective inquiry of overseas buyers. Whether the inquiry is effective or not, the initiative is in the hands of consumers, and it is up to consumers to decide whether to consume or not. Although the B2B market has a good momentum of development, there is still an immature side in the B2B market. This immaturity is reflected in many congenital trading advantages of B2B transaction, such as online price negotiation and online collaboration, which have not been fully developed, and also inhibit the development of B2B brand. Therefore, the traditional annual charging mode has been impacted by the inquiry based payment platform represented by ECVV“ "Pay according to inquiry" has four characteristics: zero down payment and zero risk; Initiative and consumption right; Free push, for wide range; It is convenient to pay in time. Without risking the risk of "investing tens of thousands of yuan, hundreds of thousands of yuan, and no cost can be recovered in a year", the majority of enterprises can enjoy free global promotion with zero investment. After successfully obtaining an effective inquiry, after identifying the authenticity and effectiveness of the inquiry, they only need to pay a single inquiry price online, and then they can get the opportunity to negotiate directly with overseas buyers, The initiative is entirely in the hands of the supplier. B2B enterprises using this new way of promotion is easier to obtain brand recognition, which brings new thinking of B2B brand building for traditional B2B enterprises

From the development of marketing theory, service plays an increasingly important role in competition. In the 1960s, marketing mix, that is, proct, price, place and promotion, became the basic operation method of enterprise marketing. In the history of marketing, there is nothing more influential than 4P. Almost every marketing textbook and marketing course takes 4P as the basic content of teaching, and almost every marketing manager considers problems from 4P theory consciously or unconsciously when planning marketing activities. With the increasingly prominent consumer personalization, coupled with the differentiation of media and information overload
in the 1980s, American lauterpont put forward 4Cs marketing theory to solve the problems of 4P: starting from consumers' needs and needs, considering the cost that consumers are willing to pay, the conveniences of consumer transactions, and integrating the interests of customers and enterprises through consumer communications. 4Cs marketing theory focuses on consumer demand-oriented, but passively adapts to customer demand. With the further development of the market, facing the new problems such as intensified competition, unstable customer groups, lack of marketing characteristics and operability to meet the needs of customers, enterprises need to establish a more effective interactive relationship between enterprises and customers from a higher level. Now, don E. Schultz has put forward a new marketing theory of 4Rs (relevance, reaction, relationship, return). Specifically, it includes:
1. Establishing relationship with customers
in competitive market, customers are dynamic. Customer loyalty is changing. In order to improve customer loyalty and win a long-term and stable market, an important marketing strategy is to establish association with customers in business, demand and other aspects through some effective ways, so as to form a relationship of mutual assistance, mutual demand and mutual demand, and to link customers with enterprises. Especially for the marketing of consumer goods, enterprises need to rely more on Association, cooperation and cooperation It's about relationships< In today's interactive market, the most important thing for operators is how to listen to customers' hopes, desires and needs in a timely manner from the perspective of customers, and respond in a timely manner to meet customers' needs. Some contemporary western enterprises have changed from speculative business model to highly responsive business model. In the face of the rapidly changing market, in order to meet the needs of customers and establish the relationship, enterprises must establish a rapid response mechanism to improve the response speed and responsiveness. This can minimize complaints, stabilize the customer base and rece the probability of customer transfer
3. Relationship marketing is becoming more and more important
in the market environment where the relationship between enterprises and customers has undergone essential changes, the key to seize the market has changed to establish a long-term and stable relationship with customers, from managing the marketing mix to managing the interactive relationship with customers. With this, enterprises will face significant changes:
1. From transaction marketing to relationship marketing. Transaction marketing is a one-time transaction with a specific customer, rather than intentionally developing any lasting customer relationship. Relationship marketing is a long-term marketing strategy to develop and strengthen continuous and lasting customer relationship. In relation marketing, interactive marketing is the key. Interactive marketing function: the junction of proction and consumption indicates the interaction between the buyer and the seller, in which there will be real moments. Because the influence of these interactions on marketing appears in the interactive process, this part of marketing is called interactive marketing function< (2) from focusing on short-term benefits to focusing on long-term benefits
3) from single sales to establishing friendly cooperative relationship
4) from focusing on proct performance to focusing on the benefits brought by procts or services to customers
5) from never focusing on customer service to high commitment
4. Return is the source of marketing
on the one hand, the pursuit of return is the driving force of marketing development; On the other hand, return is a necessary condition for maintaining market relations. In the past few years, integrated marketing communication (IMC) has attracted the attention of marketers, communication practitioners, experts and scholars all over the world (Caywood, Schultz and Wang, 1991; Schultz, Tannenbaum and Lauterborn, 1992; Duncan and Everett, 1993; Duncan and Moriarity, 1997; Hutton，1995 Wolters，1993 Nowak and Phelps, 1994). For a long time, IMC practitioners, marketing resource providers and marketing effect evaluators have defined, debated and discussed IMC in various ways. There are many discussions around the following topics: how various organizations should implement IMC (such as the "IMC Seminar on advertising research foundation" held in Arizona in 1995). These organizations include advertising agencies, integrated marketing communication companies and marketing companies themselves (kitchen and Proctor, 1991; Schultz and kitchen, 1997). In addition, how to carry out the IMC work has also attracted great attention (belch and belch, 1995; Kiely，1993. Phelps, Plumley and Johnson)
although there have been a lot of discussions, seminars and understandings on how to implement IMC, there are no substantive studies or works on IMC operation or best practices. Most studies rely on speculation, anecdotal examples, personal opinions or indivial cases based on specific instries and companies. In this paper, for the first time, we will give a comprehensive and benchmarking study on the best practices of the IMC program implemented in the United States. It will provide a baseline and yardstick by which marketing and communication managers, market researchers, experts and scholars will be able to judge the progress they have made in IMC. They will also be able to test their experience according to the best practices and future directions of IMC< This paper consists of four parts: (a) discussion on the definition of IMC and related concepts and theories b) The description of this research and the four steps of integration - all organizations operate through the "four steps of integration" c) Twelve findings of the center for proctivity and quality of the United States d) Some thoughts on the application of integrated marketing communication in current and future management. 1. Now about the concept and theory of integrated marketing communication
before introcing the benchmarking research results on the best practice of integrated marketing communication, it is necessary to make a description of the current relevant ideas of integrated marketing communication. Since its formation in the late 1980s, the concept and structure of IMC have changed a lot
integrated marketing communication is e to the organization's need to adapt to the changed and changing market environment. At the beginning, the focus of integrated marketing communication is how to create a unified organization image through various communication activities (such as advertising, public relations, direct mail, etc.), that is, the marketers hope to create "one image and one voice" for their organization and brand. However, with the further development of the theory, IMC has been involved in a wider field and become more complex. In essence, it has changed from a tactical method of coordinating and uniting various communication elements through communication management to a different benchmarking system, around which organizations can make strategic plans and carry out all market communication activities
over the years, many clear definitions of integrated marketing communication have been formed. However, Agora, as the subject expert of APQC research, puts forward the following clearer definition of IMC practice: integrated marketing communication is a business strategy process, which is used to plan, formulate, implement and evaluate measurable, coordinated and convincing brand communication programs; It targets consumers, customers, potential customers and other internal and external related targets (APQC benchmarking, 1997). The definition focuses the current implementation and use of IMC on several focuses that will be proved by the following research results. IMC benchmarking research was organized by the American Center for proction and quality (hereinafter referred to as APQC) in 1997. Headquartered in Houston, Texas, the center is a non-profit cooperative organization with about 500 members. These members work together to study and explore how to improve proct quality and proctivity in a wide range of fields. Generally, the research method of APQC is to standardize the specific skills of some organizations in a certain field, and to explore and define the "best behavior" of these organizations. The research results will be transmitted to APQC members through various reports, meetings and seminars, and finally to general business groups
this IMC study originated from APQC researchers who listed IMC as a priority item in the benchmarking research agenda in a survey. During the research process, they invited external subject experts don Schultz and Heidi Schultz of Agora company to assist. These experts used their experience in the field of integration and IMC, This task can be accomplished by writing and teaching. A: Agora and APQC first propose the proposal, and then send it to potential sponsors who will fund the research and participate in every step of the research process
b: Arca and "APQC" will use a 30-45 minute preliminary questionnaire to screen potential sponsors. These questionnaires will take about 45 minutes to complete, including five areas of questions: (1) the structure and plan of marketing communication; (2) information and tactics of marketing communication; (3) integrate customer requirements with the organization; (4) using information technology to understand customers; (5) integrated finance and strategy. At the same time, through communication with world-class scholars and practitioners, and on the basis of written investigation experience of Arga and APQC, we have developed a series of expected "best practice" organizations
C: all sponsors are invited to attend a one-day meeting at the Houston headquarters in Texas. At the meeting, participants received the questionnaire and were asked to state its content and structure. In addition, the discussion of "best practice" organization was commented. Based on the suggestions and comments of the sponsors, the questionnaire was finalized and a series of "best practice" expectation organizations were formulated
D: APQC staff contact these "best practice" expectation organizations, ask them to agree to complete this detailed questionnaire, and arouse their interest in becoming research objects and "visiting sites". As a result, 22 organizations completed the questionnaire and got five "access sites.". The participating organizations of this study are as follows:
partners (organizations that agree to complete the detailed questionnaire and are used as visiting sites)
* attorneys' title (insurance fund)
* CIGNA (insurance company)
* Dow Jones chemical company
* Fidelity Investment Company
* John Nuveen & amp; Company
* United Airlines
* FedEx
* HP
sponsor (the organization that agrees to complete the detailed questionnaire, but not as a visiting site)
* Arthur Anderson insurance company * Bayer AG
* General Electric
* Kaiser Permanente company
* National Insurance Company
* public service electric

On April 15, 2008, the summit of efficient integrated online marketing was held in Beijing. Tang Schultz, the father of integrated marketing, made a speech in the interactive discussion on "marketing revolution in the new Internet Era". Tang Schultz is committed to sharing the latest judgment on the trend of Internet online marketing with marketing experts, exploring the new direction of online marketing development, creating a good communication environment and mechanism for enterprises, and creating opportunities for interaction between enterprises and between enterprises, enterprises and media. In foreign countries, generally speaking, the main advertisers of online advertising rank, generally speaking, the first is it, the second is automobile, and so on. In China, it procts occupy the top three, but there are a lot of automotive procts abroad, because there are a lot of experience things to do. However, in China, it is estimated that it has not reached 10%. In fact, a lot of foreign experience can be done in China. Similarly, the biggest difference between foreign countries and China at present is that in terms of advertisers, they understand the Internet. That is to say, awareness and the ability of enterprises to deal with Internet related problems or bring endless opportunities. This is the biggest challenge. For Internet companies, they have attached great importance to the integration of online marketing, because traditional advertising companies are mainly based on traditional media. Traditional advertising companies are facing new challenges, unless they also integrate into the international trend of integrated online marketing, otherwise life and death are hard to predict
from the development of marketing theory, service plays an increasingly important role in competition. In the 1960s, marketing mix, that is, proct, price, place and promotion, became the basic operation method of enterprise marketing. In the history of marketing, there is nothing more influential than 4P. Almost every marketing textbook and marketing course takes 4P as the basic content of teaching, and almost every marketing manager considers problems from 4P theory consciously or unconsciously when planning marketing activities. With the increasingly prominent consumer personalization, coupled with the differentiation of media and information overload<
4Cs marketing theory
in the 1980s, American lauterpont put forward 4Cs marketing theory aiming at the problems existing in 4P: starting from consumers' needs and needs, considering the cost consumers are willing to pay, the convenience of consumers' transaction, and integrating the interests of customers and enterprises through consumer communications. 4Cs marketing theory focuses on consumer demand-oriented, but passively adapts to customer demand. With the further development of the market, facing the new problems such as intensified competition, unstable customer groups, lack of marketing characteristics and operability to meet the needs of customers, enterprises need to establish a more effective interactive relationship between enterprises and customers from a higher level
Don E. Schultz of the United States put forward a new marketing theory of 4Rs (relevance, reaction, relationship, return). Specifically, it includes:
1. Establishing relationship with customers
in competitive market, customers are dynamic. Customer loyalty is changing. In order to improve customer loyalty and win a long-term and stable market, an important marketing strategy is to establish association with customers in business, demand and other aspects through some effective ways, so as to form a relationship of mutual assistance, mutual demand and mutual demand, and to link customers with enterprises. Especially for the marketing of consumer goods, enterprises need to rely more on Association, cooperation and cooperation It's about relationships< In today's interactive market, the most important thing for operators is how to listen to customers' hopes, desires and needs in a timely manner from the perspective of customers, and respond in a timely manner to meet customers' needs. Some contemporary western enterprises have changed from speculative business model to highly responsive business model. In the face of the rapidly changing market, in order to meet the needs of customers and establish the relationship, enterprises must establish a rapid response mechanism to improve the response speed and responsiveness. This can minimize complaints, stabilize the customer base and rece the probability of customer transfer
3. Relationship marketing is becoming more and more important
in the market environment where the relationship between enterprises and customers has undergone essential changes, the key to seize the market has changed to establish a long-term and stable relationship with customers, from managing the marketing mix to managing the interactive relationship with customers. With this, enterprises will face significant changes:
(1) from transaction marketing to relationship marketing. Transaction marketing is a one-time transaction with a specific customer, rather than intentionally developing any lasting customer relationship. Relationship marketing is a long-term marketing strategy to develop and strengthen continuous and lasting customer relationship. In relation marketing, interactive marketing is the key. Interactive marketing function: the junction of proction and consumption indicates the interaction between the buyer and the seller, in which there will be real moments. Because the influence of these interactions on marketing appears in the interactive process, this part of marketing is called interactive marketing function< (2) from focusing on short-term benefits to focusing on long-term benefits
(3) from single sales to establishing friendly cooperative relationship
(4) from focusing on proct performance to focusing on the benefits brought by procts or services to customers
(5) from never focusing on customer service to high commitment
4. Return is the source of marketing
on the one hand, the pursuit of return is the driving force of marketing development; On the other hand, return is a necessary condition for maintaining market relationship
integrated online marketing communication practice
in the past few years, integrated marketing communication (IMC) has attracted extensive attention from marketers, communication practitioners, experts and scholars all over the world (Caywood, Schultz and Wang, 1991; Schultz, Tannenbaum and Lauterborn, 1992; Duncan and Everett, 1993; Duncan and Moriarity, 1997; Hutton，1995 Wolters，1993 Nowak and Phelps, 1994). For a long time, IMC practitioners, marketing resource providers and marketing effect evaluators have defined, debated and discussed IMC in various ways. There are many discussions around the following topics: how various organizations should implement IMC (such as the "IMC Seminar on advertising research foundation" held in Arizona in 1995). These organizations include advertising agencies, integrated marketing communication companies and marketing companies themselves (kitchen and Proctor, 1991; Schultz and kitchen, 1997). In addition, how to carry out the IMC work has also attracted great attention (belch and belch, 1995; Kiely，1993. Phelps, Plumley and Johnson)
although there have been a lot of discussions, seminars and understandings on how to implement IMC, there are no substantive studies or works on IMC operation or best practices. Most studies rely on speculation, anecdotal examples, personal opinions or indivial cases based on specific instries and companies. In this paper, for the first time, we will give a comprehensive and benchmarking study on the best practices of the IMC program implemented in the United States. It will provide a baseline and yardstick by which marketing and communication managers, market researchers, experts and scholars will be able to judge the progress they have made in IMC. They will also be able to test their experience according to the best practices and future directions of IMC< This paper consists of four parts: (a) discussion on the definition of IMC and related concepts and theories b) The description of this research and the four steps of integration - all organizations operate through the "four steps of integration" c) Twelve findings of the center for proctivity and quality of the United States d) Some thoughts on the application of integrated marketing communication in current and future management. 1. On the concept and theory of integrated marketing communication
before introcing the benchmarking research results on the best practice of integrated marketing communication, it is necessary to describe the current relevant ideas of integrated marketing communication. Since its formation in the late 1980s, the concept and structure of IMC have changed a lot
integrated marketing communication is e to the organization's need to adapt to the changed and changing market environment. At the beginning, the focus of integrated marketing communication is how to create a unified organization image through various communication activities (such as advertising, public relations, direct mail, etc.), that is, the marketers hope to create "one image and one voice" for their organization and brand. However, with the further development of the theory, IMC has been involved in a wider field and become more complex. In essence, it has changed from a tactical method of coordinating and uniting various communication elements through communication management to a different benchmarking system, around which organizations can make strategic plans and carry out all market communication activities
over the years, many clear definitions of integrated marketing communication have been formed. However, Agora, as the subject expert of APQC research, puts forward the following clearer definition of IMC practice: integrated marketing communication is a business strategy process, which is used to plan, formulate, implement and evaluate measurable, coordinated and convincing brand communication programs; It targets consumers, customers, potential customers and other internal and external related targets (APQC benchmarking, 1997). The definition focuses the current implementation and use of IMC on several focuses that will be proved by the following research results< In 1997, the IMC benchmarking research was organized by the American Center for proction and quality (APQC), a non-profit cooperative organization based in Houston, Texas with about 500 members, These members work together to study and explore how organizations can improve proct quality and proctivity in a wide range of areas. Generally, the research method of APQC is to standardize the specific skills of some organizations in a certain field, and to explore and define the "best behavior" of these organizations. The research results will be transmitted to APQC members through various reports, meetings and seminars, and finally to general business groups
this IMC study originated from APQC researchers who listed IMC as a priority item in the benchmarking research agenda in a survey. During the research process, they invited external subject experts don Schultz and Heidi Schultz of Agora company to assist. These experts used their experience in the field of integration and IMC, This task can be accomplished by writing and teaching
the whole research process is as follows:
A: Agora and APQC first propose the scheme, and then send it to potential sponsors, who will fund the research and participate in every step of the research process
b: Arca and "APQC" will use a 30-45 minute preliminary questionnaire to screen potential sponsors. These questionnaires will take about 45 minutes to complete, including five areas of questions: (1) the structure and plan of marketing communication 2) Information and tactics of marketing communication 3) Integrate customer requirements with the organization 4) Using information technology to understand customers five