IMC Plan in Flipbook

SCHOOL OF COMMUNICATION
YSP524 INTEGRATED MARKETING COMMUNICATION

CAPSTONE PROFESSIONAL PROJECT
TITLE:

The study on the impact of consumer satisfaction on purchase
and repurchase

NAME:
XU ZIXIAN
P-KOM0096/21

SUPERVISOR:
Assoc Prof Dr. Mahadevan Krishnan

Second-Reader:
Dr. Suriati Saad

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Integrated Marketing Communication Capstone Professional Project
Table of Contents

Executive summary ............................................................................................................................3
1.0 Background of Best express ..........................................................................................................4
2.0 Problem statement .................................................................................................................... 5
3.0 Research findings ......................................................................................................................7
4.0 Project strategy ......................................................................................................................... 8
5.0 Project plan ............................................................................................................................... 9
5.1 Strategic objectives ................................................................................................................. 11
5.2 Strategic focus .........................................................................................................................12
5.3 Target customer ...................................................................................................................... 13
6.0 Project tactics .......................................................................................................................... 15
6.1 Project timeline ........................................................................................................................17
6.2 Media plan ...............................................................................................................................18
6.3 Timeline ................................................................................................................................... 22
6.4 Budget ..................................................................................................................................... 23
7.0 Project result ........................................................................................................................... 23
Conclusion .....................................................................................................................................24
References .................................................................................................................................... 25
8.0 Creative materials ................................................................................................................... 29

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Integrated Marketing Communication Capstone Professional Project
Executive summary

This paper is a proposed focus on Best Express; a company which provides best logistics and
transport solutions in China and the rest of the world. The paper comes with a will conduct a
questionnaire survey in the direction of price; service, express delivery security and consumer
purchase intention, and will select 222 samples. At the same time, the results on the
questionnaires will be used for significant analysis and then conclusion made on the progress of
Best Express in its work. At the same time, the implication of the research design will be based
on the survey research, experimental, correlation, and review, semi-experimental and to measure
the development of the research subject like empirical design, analysis problem, defining
case-study. Within the research papers, the development aid the interrogation of the research
approaches will be based on the primary research method. The study methodology will be
focused on "experimental context, physical criteria, social and in the study document. The
research also comes with important steps of integrated management communication plan, and
significant strategic objectives related to the same. Lastly, it provides important project strategy
related to communication and general logistic services.

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Integrated Marketing Communication Capstone Professional Project
1.0 Background of Best express

The express delivery market is a market with huge potential, rapid development and fierce
competition. Only by enhancing customer satisfaction and improving the quality of express
delivery services can we increase market share.

In China, many small and medium-sized express delivery companies lack long-term strategic
goal planning and seldom customize business-related marketing and service strategies. Although
many express companies employ low costs to attract customers, with the introduction of
international express delivery across the board to boost the industry's competitiveness, this
strategy is no longer viable. Compared with state-owned express delivery companies such as SF
Express, EMS, and China Railway Express, other small and medium-sized express delivery
companies lack perfect quick query services, and are obviously insufficient in networking and
informatization. On the other hand, these small and medium-sized companies also lack
professional expertise. Training leads to the lack of systematic professional knowledge of
employees, and the overall quality is not high (Zheng, H. M., 2021).

Best Express company is useful to this research due to different achievement the company has
made with regards to transport solutions and logistics. At the same time, this research helps other
companies to reflect on what this company does on the provision of one of the best logistics
services. This is because also, the company is always at the sphere of its skilled personnel as it

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also utilizes the lest communication, tracking and processing software and so on. And with
decade of experiences, this company also becomes the best choice for the research because there
can be a lot of learn regarding background, how it was developed, how it overcame challenges of
progress, and so on. Also with integrated supply chain solutions, the company says that it
provides sustainable competitive advantage to the world at large, thus also becoming the best
choice for the research (Jin, L, H.,2013).

2.0 Problem statement
Within the research papers, the research issues will be one of the most important pacers of the
research analyses by the researchers. The implication of the research issues will be effective in
finding out the problems and the obstacles within the research papers which need to be improved
or reduced by the researchers to enable the instigation of the data analysis and data implication to
the study of the research topic on Integrated Marketing Communication Capstone Professional
Project in order to measure customer purchase intention. One of the most important issues within
the research papers will be the lack of the proper data implication, which can make some
knowledge gaps in the data analysis, another issue that can be recognized by the researchers will
that the research will be based on the insufficient time managing high will effects on the data
analysis and data implication within the researchers due to the lack of proper data collection. The
reflection of the strategic connections within research papers based on the Integrated Marketing
Communication Capstone Professional Project will be effective in measuring the research study
by the implication of the data analysis and information and study (Li et al.,2019).

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Integrated Marketing Communication Capstone Professional Project
The main problem of Best Express has always been to compete in the express delivery market
with the advantage of lower prices than other brands, but in the current Chinese express delivery
market, the price strategy has gradually become useless. Because the "price war" affects not only
the company's profit level, but also the entire network ecology. When the delivery fee from the
terminal outlet to the courier brother is constantly "lowered", it is difficult to guarantee the
quality of express service. When there is a problem with the service quality, it will cause various
dissatisfaction among consumers. In the long run, even if there is a price advantage, Consumers
will not choose this brand again. Furthermore, as far as the company is an international firm and
has been doing well in its activities, there are still major issues being faced. One of the most
recognized ones is the issue of long term strategic goals, which should focus on communication,
and transport. And this is the major issue faced by companies operating the same way, which
therefore calls for long term solutions. There is generally lack of long term strategic goal. But
different researches, such as that of Zheng (2021) tells that many companies are employing
marketing and service strategy which may help to curb the issues, although this has not been
effective until today. This may be caused by low cost of maintaining the same strategies or
generally a lack of actual plan to save the situation. Furthermore, there is a lack of viability in
terms of competitive strategies and lack of query services, but if there is, then they may not be
sufficient in networking. Lastly, lack of training of employees also contribute to this failure; it
leads to generally lack of knowledge the current trends of logistics services, which leads to low
quality of work.

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Integrated Marketing Communication Capstone Professional Project
3.0 Research findings
This analysis of the research design will be based on the Integrated Marketing Communication
Capstone Professional Project to implicate the development of the research papers. In addition,
through the question setting, we will conduct a questionnaire survey in the direction of price;
service, express delivery security and consumer purchase intention, and we will select 222
samples. In order to achieve a balance in the participants, a total of 132 female and 90 male
customers were approached to be part of the sample in the study. As a result, 222 people will
receive this questionnaire.

At the same time, the respondents form the research done show different variables that are used
to determine their satisfaction. And from the results, 88% of the participants show acceptable
level of satisfaction, which comes from the data collected. And then analysis was doe suing the
appropriate tool, the participants were mostly between the age of 18 and 30 years, explained that
the services they receive from express service delivery come from Best Express, which they said
that they receive their good under reasonable charges. This means that customer agree that Best
Express company is the most convenient above all the region. Furthermore, they tell that the
company comes with good attitude towards customers, which also comes with less frequent
cases of misdelivery when compared with other companies, and so. Customers also agree that
they are willing to use the services they are given by Bets Express more than any other company,
and that they are satisfied with the services, and that they are willing to tell more people to sue
the services they are being provided by the company. The customers also agreed that the
activities of the company are the best when compared to other companies.

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Integrated Marketing Communication Capstone Professional Project
This was seen from the research results obtained from different variables, such as service values
of the company, and its correlation, safety values, ion which most of the responded said that the
services offered by the company are the safe. This was seen from survey carried out and its
variable and correlations. The aspect of the safety value include the conditions of the goods
received, which the customer told that they received them in good conditions, and this was seen
from personal correlation, which were all above 0.5. The significant values also tested were at
0.000, which is less than 0.01. hence being statistically significant. At the same time, the results
show that the company offers reasonable pricing of goods and services, and also, the customer
willingness to continued buying form the company was also high.

4.0 Project strategy
Integrated marketing communication is a field that combines the new culture and traditional
media practices towards the Best express. It can be called a "holistic" marketing approach which
deals with the significant organizational aims and developments in order to measure customer
purchase intention. (Reddy, 2018). Besides, this communication system is helpful in
encouraging the disciplines to make a more assertive approach foe the growth and development
of Best express.

Integrated marketing communication helps measure the possibilities of market survey to the Best
express based on customer purchase intention the public relations directors, digital media
professionals and other marketers to create or execute or track other multi-channel
communication messages that will influence the audience or the customers or the students. IMC
influences the consumers through their new websites where they display advertisements,

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magazine advertisements, etc. Capstone professional projects will be helpful in increasing the
critical thinking and reasoning of consumers to measures the growth of Best express. This will
provide the application which will be helpful in practising the theory based on the integrated
marketing communications. This communication will be beneficial in a capstone professional
project by solving the problems in communication and making the communication strong which
is effective to measure customer purchase intention. Therefore it will be helpful to make the
vines strong through teamwork and professional collaboration in order to measure the integrated
marketing communications towed the Best express. For increasing the multi-faceted marketing
strategies instead of general mass media marketing strategies, the communication system takes
the lead in increasing the usage of integrated marketing communication that will teach the
consumers how to make the coordination between public relations and marketing is able to allow
the ability of the integrated marketing communications in order to develop the Best express.

5.0 Project plan
Integrated marketing communications is mainly used as the process of marketing communication
segment, which defines the relation between the public and business, social media, and business
development principles that helps to advertise a new brand within the Best express. The process
allows the consumers and the private organizations to provide the logical customer experience
for the product or service that they have used or taken from the company to analyses the
integrated marketing communications. Therefore it shows the relation with the shareholders of
the company (Tyson, 2019). Professional people always chase employment in social media,
digital marketing, market research, non-profit entertainment, television, radio and other fields in
integrated marketing communications based on the integrated marketing communications to

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implicate the development of the Best express based on customer purchase intention In the
capstone professional project, the consumers know how to undertake a substantial project based
on an independent investigation position of Best express. They can be able to develop their
knowledge and skills through their professional projects through the professional capstone
project towards the implication of integrated marketing communications of Best express based
on customer purchase intention through the project, consumers would be able to apply their
gained knowledge that they will gain from the investigation of the educational problem or the
issues within the customer purchase intention.

Within the organization of the best express delivery company, the implication of the strategic
IMC plan is needed to develop the purchase intention by measuring customer satisfaction and
customer preference. The implication of integrated marketing communication is to measure the
greater value of the customer purse's view in order to create and sustain more positive and
interesting "relationships between customers and companies". Based on the economic
sustainability of the various companies in China, it is important to improve the ability of
digitized monetary function and connect with the customers as soon as possible by applying the
best way of the communication process which is effective in maintaining the "relation between
consumers and businesses" and purchases intention (Cummins, & Johnson, 2021). Consumers
are moving the management framing, interacting with and charming companies more verbatim.
Developing an integrated market communication plan has been measured as an intensive process
of strategic planning with the best express delivery company to enhance the possibilities of the
customer purchase intention. This process is beneficial to and analysis of the measurement of the
current market structure.

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Integrated Marketing Communication Capstone Professional Project

Step of integrated management communication plan
● Step 1: Understand the company's targeted audience based on the Behavioral Data.
● Step 2: Design an observational and Situational or based on the company Analysis in
order to purchase intonation.
● Step 3: Select the best idea for the strategic planning for the Marketing Purposes
● Step 4: Specify the financial figure and Budget planning within the company in terms
of strategic planning
● Step 5: Determining the possible implication of the Techniques and strategies
● Step 6: Evaluation of the Measurement of the strategic planning procedure within the
company

5.1 Strategic objectives
Objective 1: The first objective of implicating the integrated management communication

within the best express company is the development of the customer purchase intention.
Objective 2: The second objective of integrated management communication in order to

measure the applicability of the betterment of customer purchase intention in the best express
delivery company.

Objective 3: The third objective of the implication of integrated management
communication planning within the best express delivery companies formed three major
competitions of state-owned, private, and foreign-funded express delivery.

Objective 4: The analysis of the fourth objective is the rapid development of e-commerce,
international trade, and consumer demands have gradually diversified, and the competition in the
express delivery industry has become more and more serious.

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Integrated Marketing Communication Capstone Professional Project
Objective 5: The fifth objective is although many express companies employ low costs to

attract customers, with the introduction of international express delivery across the board to
boost the industry's competitiveness, this strategy is no longer viable.

5.2 Strategic focus
The focus of the integrated management plan within the best express delivery company in china
is based on the west training and operational practices, which have been impactful in allocating
the multiple bonuses to the company in terms of the ability to address the customer heartaches
intention. The purpose of the implication of integrated management communication within the
best express companies has been measured as an effective strategy that is enabled to improve
deals and earnings margins and, at ten same time, beneficial preserve "time and money within
your organization" (Kotova, 2019).

The actual agenda of the objectives of the integrated management communication plan within
the organization is plan effective in measuring the growth and stability of the customer analysis.
This process or the plan is impactful in measuring the customer's preference and satisfaction by
"tailoring communications" throughout the ability of effective "decision-making and purchase
process". The applicability is effective in measuring the SWOT analysis and PESTLE analysis of
the best express company in china in order to enable the best implication of the customer
purchase intention.

The focus of the argument is that the main challenge impacting the operations of Best Express
includes stiff competition (Dong et al., 2021). The company faces competition both from local

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Integrated Marketing Communication Capstone Professional Project
and international brands such as DHL that target the same customers as Best Express. It is
recommended that Best Express can further improve service delivery by giving priority to the
areas of cost, speed of delivery, and safety of products being delivered.

5.3 Target customer
The implication of the integrated management communication plan is beneficial to improve the
target customer analyses to form a more powerful "relationship between customer" and provider
and overlaps with a better "seamless dialogue and image development" to the best express
company in china.

The study adopted a non-probability sampling technique because of the availability of the target
participants (Skoulikaris et al., 2018). This was done to avoid bias by considering age and gender
distributions. Convenience sampling was also considered because there was no prior contact
between the researcher and the target participants. There was a need to inform target participants
adequately about the study. The focus of the targeted audiences has been based on the Chinese
people. The implication of the study is based on the fact that a total of 222 Best Express
customers were selected to participate in the study. A major challenge relating to the
convenience sampling technique is volunteer bias because of the differences between those who
volunteer to participate in the study and those who choose not to participate. In order to achieve a
balance in the participants, a total of 132 female and 90 male customers were approached to be
part of the sample in the study. Within the study, the analysis of the target audiences is impactful
in measuring the ability of the survey and the questionnaire session, which is beneficial to the
implication of the respondent analysis (Dzhamaldinova et al., 2021).

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Integrated Marketing Communication Capstone Professional Project

Integrated marketing strategies have again displayed a heightened capacity to create brand
commitment of the best express delivery company to improve the possibility of the betterment of
the customer purchases intention to allow the growth of the targeted customer value. When
customers perceive the company offers the best quality services when compared to the
competitors, they are highly likely to continue obtaining services.

The following table below show different groups of target customers and their psychilogila

willingness to acquire services from Best Express.

Percentage Students aged Men Women Customers Free lancers

usage, and between 18 working in

frequency and 30 years companies

Percentage 178 and 80% 90 times 132 times and 61 times and 26 times and

usage, and and 40% 59% 27% 11%

frequency

From the results above, it is clear that students became the best and the most frequent buyers of
the services offered by Best Express. this is also by their ages, which were between 18 and 30
years, making them all youth. This means that the largest percentage of frequent buyers are
students, but other buyers are also significantly making the company profitable. So this means
that students, who are youths are the most psychologically attracted to the company because they
are the most frequent. And there are different reasons why this is true; first, students are the most
active online and ca interact frequently with each other in terms of shipping, tourism, and travel.

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Integrated Marketing Communication Capstone Professional Project
This means that through online, most students can visit the company’s website and get to know
their services. This is also followed by different researches, like the one carried out by Maziriri
and Madinga (2015) who say that the young generation today use the internet extensively and
they sped most of their time browsing the websites.

And when it comes to psychological factors, some of the same also affect the students. For
instance, the research of Grammatikopoulou et al (2018) says that personality and self-perception
of student is the most active, or rather is usually seen among them. Student view themselves as
the most unique in the society, and this is coupled by their personality, which then urge them to
buy more and frequently visit shopping centres or buy more products all the time. This is true
according to the research results provide in the table above.

6.0 Project tactics
Tactical planning is a type of planning that involves breaking down a long-term strategic plan
into smaller and more distinct short-term plans. Companies and teams frequently use this type of
plan when they have long-term goals that extend further than two or three years. There are
several key elements of a tactical plan, including focused goals, steps and timelines on how to
achieve those goals. In this article, I will discuss what a tactical plan is, how to use a media plan,
and the calculation timeline, and budget.

In order to rapidly enhance the popularity and brand influence of Best Express, establish a
brand-new image of Best Express in the express delivery industry, and thus promote business

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Integrated Marketing Communication Capstone Professional Project
marketing, we will analyze through the media plan to achieve the goals of increasing the volume
of parcels received and sent and the number of customers.

The consumers will be able to learn about the consumers' mentality, impactful advertisements
and other marketing-related issues. Therefore the communication system will help to make a
social media presence in the marketing strategies within the process of integrated marketing
communications.

There are two types of impact in the integrated marketing communication system. Bachelor's
degree in integrated marketing communication prefers the elements of the tidal marketing
strategies of a company to the students, from the marketing and advertising to the total sales.
Therefore the communication system will help the consumers to learn about the director of
consumer marketing, public relation with the company, marketing channels, business-to-business
strategies and the channels, basic customer data analytics etc (Akuffo, 2020). Consumers use
these basic elements to develop the marketing plans with the needs and interests of the current
consumers which is effective to measures the plan of integrated marketing communications.

The courses in the undergraduate programs in integrated marketing communication cover the
main elements or strategies of marketing, social media marketing, public relation within the
business and other strategies (Memonet al., 2021). Therefore this communication system also
focuses on the global marketing strategies, the shareholders' knowledge etc. As the
communication system is based on intercultural communications, the consumers need to
complete the capstone professional project to complete knowing the vital and core strategies of
new marketing to analyses the customer purchase intention. Then the communication system

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allows the consumers to apply their knowledge and skills after learning the strategies and work
with the realistic parameters for the project of the Integrated marketing communications.

6.1 Project timeline

Task Stating End date Day
Executive date
summary 12.06 2
10.06 13.06 2
Background 12.06
Problem 15.06 2
statement 14.06
20.06 4
Methods and 17.06
findings 25.06 5
Proposed 21.06 29.06 5
strategy 26.06 01.07 3
30.06 02.07 1
Project plan 02.07 05.07 3
03.07
Project tactics 10.07 5
06.07
Timeline

Projected results
Creative
materials

Table 1: project timeline

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Integrated Marketing Communication Capstone Professional Project

Figure 1: project timeline
(Source: Self-created)

6.2 Media plan
Media planning is the process by which marketers determine how, when and where an audience
is given the selected advertising message. Media planners analyze the advertisements and
strategize the most efficient way to communicate it to the intended audience.
In today’s competitive marketing landscape, Best Express need to serve consumers with the right
message, at the right time, on the right channel in order to increase brand exposure and
transaction volume.
Best Express can conduct media distribution in the following channels:
I ：Bodywork Advertising

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Integrated Marketing Communication Capstone Professional Project
With the improvement of people's living standards, the bus is no longer a simple means of
transportation for people. As a carrier of advertising information, it has a certain social influence
and is developing in a diversified direction. The combination of various advertising forms has
formed a unique bus advertising culture. Public transport advertisements not only maximize the
use of space from the inside to the outside, and convey information to the audience, but also
meet the different needs of advertisers.Compared with other forms of outdoor media, the way of
body advertisement is to actively appear in the audience's field of vision, and it is the most active
and active way of communication. From the point of view of human attention, moving objects
are always more noticeable. The movable body media can also stand out among many outdoor
media, get more attention, and achieve a high reach rate. Taking a city with a population of about
9 million as an example, a single bus has the opportunity to cover 770,000 people in the city that
are not repeated in a month (Bai du. (2017.04). It can be seen that car body advertisements have
a high probability of contact. and broad reach.

In addition, as shown in Figure 2, as a mobile publicity tool, bus advertising travels through
various commercial areas, living communities and other places where people gather in the city,
giving products an all-round and all-angle display opportunity and gaining a lot of exposure.

Figure 2: Bodywork Advertising

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Integrated Marketing Communication Capstone Professional Project

Ii: Metro advertising
Nowadays, the subway has become one of the means of transportation that people often use, and
there is no need to worry about the flow of people. Therefore, subway advertisements are deeply
loved by various enterprises.Subway advertising is a leader in outdoor advertising since it
reaches a lot of people and has a high exposure rate. It is incredibly powerful at marketing and
promoting brands. The subway, which is a contemporary and unique kind of transportation
advertising, shares many similarities with indoor POP and light box media as well as traditional
outdoor transportation media in terms of communicative features. Memory rate, significant
mental demand on travellers.

Figure 3: Metro advertising

Iii：Social Media Platforms
Now that online media is very popular, the audience has a wide range, the threshold and cost are
greatly reduced, and media promotion is a good choice. It can promote major online platforms
for brand promotion, send advertisements on platforms such as Weibo and WeChat, increase the
popularity and attention of the brand, and attract more people to use Best Express for express

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Integrated Marketing Communication Capstone Professional Project
transportation.It's a brilliant concept that makes it easy for customers to recall the brand. Publish
Best Express brand advertising content from significant platforms to increase traffic and
popularity, including: B2B platforms, B2C platforms, Weibo, online communities,
word-of-mouth marketing (primarily through Baidu, Sogou, 360 Search Q&A, etc.), news source
content, WeChat public accounts, APPs, and other platforms to display their own content. The
platform stays up with the times and is constantly updated, displaying brand information on
additional platforms and making Best Express the express industry's focal point on well-known
platforms.

Figure 4: Social Media Platforms

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6.3 Timeline

Task Stating End date Day
Bodywork date 01.06 92
Advertising
01.03
Metro
01.05 01.11 184
advertising
01.08 01.11 92
Social Media 01.07 01.08 62
Platforms 01.08 01.11 92
01.08 01.11 92
Tiktok
Baidu

Wechat

Table 2: media plan timeline

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Integrated Marketing Communication Capstone Professional Project
6.4 Budget

Figure 5: Budget

7.0 Project result
An integrated marketing communication program covers the core principles of marketing
strategies and principles, basic concepts of marketing development, designing and making them
work in the marketing strategy of Best express based on customer purchase intention
organization. The program of the integrated marketing communications will help to contain the
coursework exclusively for the major part of marketing (Malheiro et al., 2019). This program
will help the consumers to study deeply on the strategies and make them specialize. Therefore
this program will give leadership to the consumers and prepare them for the management
positions of Best express.

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Integrated Marketing Communication Capstone Professional Project
In this communication program, consumers will be able to practice the strategies and also create
or apply them in the marking system through different media channels for the Best express . This
program helps to cover the major parts of marketing and develop skills in research analysis (Ng,
2019). Best express based on customer purchase intention are based on the Business-to-business
communication and business-to-consumer communication techniques are known by the
consumers in this programme. This project helps to explore marketing communications through
integrated marketing communication. In this program, the capstone professional project will help
the consumers by campaigning where it will be learnt the perfect place to use the strategies by
the gained knowledge and skills within the Best express.

Conclusion
In conclusion, this research analyzes Best Express in terms of market research, strategic planning,
media planning, tactics, etc. through the (Integrated Marketing Communications Program) IMC
program. In this highly competitive market environment, Best Express wants to make its brand
stronger, not only focusing on express service, quality, customer satisfaction, etc., but also
constantly updating its strategy to challenge other powerful competitors. Therefore, this study
proposes an integrated marketing communications plan to help Bset Express address consumer
satisfaction with the brand and market competition.

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28

8.0 Creative materials

Topic: Best Express brings smiles to every corner of the city
Lengh: 53s
BGM: Light music

No. VIDEO DESCRIPTION SHOT COMPOSITION

1 Best Express shuttles to every BE
corner of the city

2 Best Express shuttles to every BE
corner of the city

3 Best Express shuttles to every MS
corner of the city

1

VIDEO AUDIO
BGM：light music

BGM：light music

BGM：light music

1

Integrated Marketing Communication Capstone Professional Proje

The courier delivers the MS
4 package to the customer in

perfect condition

5 The courier takes the stairs to LS
deliver the package

6 Knock on the door MS

7 Deliver a package with a CU
smiley face to the customer

2

ect

BGM：light music
BGM：light music
BGM：light music
BGM：light music

2

Integrated Marketing Communication Capstone Professional Proje

In order to thank the courier for

the hard work of delivering the

8 package, the customer gave CU
the courier a bottle of water,

which means conveying

warmth

3

ect

BGM：light music

3

Best Express Poster :

1

Integrated Marketing Communication Capstone Professional Project

Figure 6: Poster
2

Integrated Marketing Communication Capstone Professional Project
Package design ：Compared with the traditional express package, this new package design not
only becomes more simple and elegant in appearance, but also stronger in material and not easy
to be damaged by pressure. In addition, the hand feel is also very comfortable, the packaging
surface is relatively smooth, and the hand feeling will not be uncomfortable due to the rough
surface.

Figure 7: Package design

3

Integrated Marketing Communication Capstone Professional Project
Packaging standard: ensure that each package can be well protected to avoid damage. Some
fragile and fragile packages should be labeled with a fragile label to indicate that the staff should
handle it with care or use special outer packaging Increase firmness.

Figure 8: Packaging standard
4

Integrated Marketing Communication Capstone Professional Project
Bset Express souvenirs:

Figure 9: Souvenirs
Parcel storage: The establishment of express cabinets can better meet the different needs of
customers. You only need to enter the pickup code to quickly receive packages. In addition,
some customers go home very late, and the 24-hour service of express cabinets provides them
with more convenience serve.

5

Integrated Marketing Communication Capstone Professional Project

Figure 10: Parcel storage
Best Express Transit Center: The picking link in Best Express warehouse is the first time to
use intelligent warehousing robots based on the application of artificial intelligence technology,
subverting the traditional warehouse model of "people looking for goods, people looking for
shelves", and realizing "goods looking for people, shelves looking for people". After the robot
receives the order, it transports the goods from the storage area where the shelves are located to
the staff distribution area through the high-quality route selected by the intelligent system. While
effectively reducing the labor intensity of labor, it also greatly shortens the delivery time.

Figure 11: Transit Center

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Integrated Marketing Communication Capstone Professional Project
Bodywork Advertising :

Figure 12: Parcel storage

Metro advertising:

Figure 13: Parcel storage

7

Social media advertising
Tiktok advertising:

Figure 14: Tiktok advertising

Baidu advertising:

Figure 15: Baidu advertising

Integrated Marketing Communication Capstone Professional Project
Wechat advertising :

Figure 16: Wechat advertising

1