Innovative Application of the 3D-IDPT Theory in Integrated Marketing Communications: A Case Study of Tianlala's New Honeysuckle Herbal Tea

Jiaren Li

doi:10.62177/apemr.v2i2.248

Authors

Jiaren Li ENAE Business School, University of Murcia

DOI:

https://doi.org/10.62177/apemr.v2i2.248

Keywords:

Integrated Marketing Communications, 3D-IDPT Model, Tianlala, Honeysuckle Herbal Tea, Information Resource Management, Digital Marketing, Brand Strategy

Abstract

This study explores the innovative application of the 3D-IDPT theoretical model in integrated marketing communications (IMC) through a detailed case analysis of Tianlala's new honeysuckle herbal tea. Given the intense competition in China's burgeoning new tea beverage market, this research identifies existing challenges within Tianlala’s IMC strategy and proposes practical improvements guided by information resource management theories. By leveraging the 3D-IDPT model—which emphasizes the multi-dimensional flow of information (individual and collective, instant and synchronic, and construct dimension)—the study provides an analytical framework for systematically enhancing Tianlala’s IMC effectiveness. It integrates traditional marketing tools with modern digital platforms and strategic resource management practices. This comprehensive approach aims to strengthen Tianlala's market competitiveness, ensuring sustainable brand growth and consumer loyalty in a dynamic market environment.

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