Research on Integrated Marketing Communication Strategy of Cultural Industry Brand

Abstract

In many countries and regions, the cultural industry has gradually become the core part of economic activities. With the continuous deepening of marketing practice and the rapid development of media technology, the cultural industry brand construction based on the integrated marketing communication theory has become more and more important. The goal of brand development is to support overall strategic goals and marketing strategic goals. In the changing market environment, the use of diversified marketing communication methods, the integration and the dissemination of rich information communication contact points, can realize the sustainable development of cultural industry brand construction. Driving brand building with integrated marketing communication and expanding the market with brand will greatly promote the expansion of the cultural industry market. Based on integrated marketing communication theory, this paper takes the cultural industry brand as the research object and focuses on analyzing its communication status. It analyzes the problems of unclear target positioning, insufficient attention, scattered communication resources, and difficulty in building a long-term brand image in integrated marketing communication of the cultural industry and proposes corresponding solution strategies using the literature research method and interdisciplinary research method.