Integrated marketing communication and new media strategy for the domestic industry based on 4P and 4C theory

Based on the 4C theory, integrated marketing communication emphasizes consumer- centeredness, creating a good image of the brand by integrating all communication elements, meeting consumers' individual needs and helping to establish a long-term and stable relationship with customers. Based on 4P and 4C theories and the knowledge of integrated marketing communication, this paper will provide new ideas for the development of home service industry to make it conform to the new trend of development in the current Internet era.