Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research topics are identified through keyword co-occurrence analysis, namely IMC theory and models, brand communication, media research, customer research, and marketing strategy. From 1991 to 2020, IMC research is divided into five phases, each of which is related to the enhancement of user interaction. Future IMC research will continue to be user-centered, and IMC research will continue with social media and branding, as well as research on other topics that can further enhance user interactions. This paper also finds that the characteristics of the concept of IMC itself lead to a constant renewal of its connotations, which is one of the reasons why scholars cannot reach a consensus on the concept of IMC. AcknowledgmentsWe thank Associate Professor Zhenkun Cui of Henan Institute of Science and Technology for his valuable comments during the writing and revision of this paper. The following research projects supported this study: (1) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZDJH-0099; (2) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZZJH-158; (3) Henan Province Social Science Planning Project No. 2021BZZ004; and (4) Xinxiang Social Science Federation Research Project No. 2021-167.

The competitiveness and complementarity of trade reflect the advantages and disadvantages of exports and future trade trends. After China joined the WTO, the import and export volume of agricultural products has increased significantly, but the import volume and import growth rate have greatly exceeded the export volume and export growth rate. China is the world’s largest importer of agricultural products, and Brazil has become the world’s largest exporter of agricultural products. As a country with the largest increase in agricultural exports, China and Brazil have close agricultural trade exchanges. China has become Brazil’s largest importer of agricultural products for four consecutive years. In addition, both China and Brazil are BRIC countries; therefore, the establishment of a cooperation mechanism is more conducive to the development of agricultural trade. This study uses quantitative research methods to investigate the agricultural trade between China and Brazil by calculating the revealed comparative advantage index, trade complementarity index, and trade intensity index. The study found that due to the different endowments of agricultural resources and the significant differences in agricultural structure, China and Brazil’s agricultural trade competitiveness is weak and they are highly complementary. The main agricultural products exported by China are labor-intensive processed products (pulp and waste paper, textile fibers, vegetables and fruits), and the main agricultural products exported by Brazil are land-intensive products (oilseeds and oily fruits, vegetable oils, raw hides and furs). Complementary advantages in agricultural trade were analyzed. In the future, the two countries have huge potential for cooperation and development.

Purpose. As a European granary, Ukraine has rich agricultural resources. China is a country with a large population and has a large demand for food. However, the agricultural trade between the two countries has only achieved rapid development in recent years, and is not closely linked in related trade areas. This article studies the current situation of agricultural trade between the two sides, analyzes the trade data, finds out challenges, and provides suggestions for further promoting trade cooperation between the two sides. Methodology / approach. The categories 1, 2, 3, and 4 under the HS Code of the General Merchandise Trade Statistics Database of the People’s Republic of China are used as agricultural trade statistics categories with a time span of 2014–2019 trade data. The relevant data of agricultural product trade are sorted and there is statistics, which objectively explain the current status of trade exchanges between the two sides; the results of the analysis of the trade data are put forward, and the problems existing in the development of China-Ukraine trade and the factors affecting the development are raised. Results. According to the results of the analysis, from 2014 to 2019, China’s agricultural products imported from Ukraine accounted for 45.5 % of the total import trade. Agricultural products occupy a very important position in China’s import trade from Ukraine in terms of trade scale. Among them, the import of cereals and other products accounted for 95.7 % of the total imported plant products. Ukraine, the European granary, has become China's main food importer. In 2019, China replaced India as the largest food importer of Ukraine; In terms of export trade, mechanical and electrical products, base metals and light industrial products occupy an important position. From 2014 to 2019, China’s agricultural exports to Ukraine accounted for only 2.6 % of the total export trade, which is a small share. This shows that China and Ukraine have strong complementarity in terms of total trade volume and agricultural product trade. In the future, the two countries can further strengthen cooperation to expand their own advantages and better promote the development of trade between the two countries. Originality / scientific novelty. Due to the geographical distance between China and Ukraine, the political instability of the post-independence republic as a former Soviet Union led to less economic and trade exchanges between Ukraine and China. Scientists did not study much on economic and trade relations between China and Ukraine. Most of the research deal with macro trade policy aspects, but the innovation of this article lies in the use of statistical data for empirical analysis, to show the current status of trade between the two sides, and to make recommendations for the further development of bilateral trade. Practical value / implications. Since the establishment of diplomatic relations between China and Ukraine in 1992, the relations between the two countries have developed smoothly. In 2011, the two countries established a strategic partnership of cooperation. Subsequently, trade cooperation in various fields has continued to develop, especially in the agricultural product trade. In recent years, total agricultural trade has doubled. In 2019, China became the largest importer of Ukrainian agricultural products. After China proposed the implementation of the «Belt and Road» initiative, Ukraine actively participated in the «Belt and Road» framework agreement. The research on agricultural trade between the two sides will be of great significance to promote further and deeper cooperation between the two sides in the field of agricultural trade and expand and create a wider development space.

Since the reform and opening up, especially since its accession to the WTO, China has become an important agricultural trade country in the world. As China's agriculture and the entire national economy share the benefits of global economic integration, they must also meet the impact of fierce market competition, price fluctuations and industrial restructuring caused by this. This study puts the export trade of agricultural products into the national economic growth system and explores the impact and contribution of agricultural export trade to China's economic growth. Based on the theory of international trade in agricultural products and economic growth, the paper analyzes the analysis framework of the impact of international trade in agricultural products on China's regional economic growth. First, based on the realistic understanding of the development of China's agricultural export trade, comprehensive and systematic analysis of the characteristics of China's agricultural export trade development to determine the future trend of it. Secondly, the correlation analysis of SPSS software is used to verify the impact of agricultural export trade on economic growth. Third, based on the test and analysis of the research results, systematically evaluate the contribution of agricultural export trade to China's economic growth. Studies have shown that the increase in agricultural export trade has made great contributions to China's economic development and has become increasingly prominent in economic development. This paper uses the economic data from 2010 to 2017. According to China's 31 administrative divisions and the three economic divisions of the eastern, central and western regions, the technical methods such as absolute value increment analysis and correlation analysis are used to explain the promotion of regional agricultural products to economic development. To this end, China needs to increase investment in agricultural science and technology, promote the development of agricultural industrialization, improve the circulation of agricultural products, reduce the transaction costs of agricultural products, improve the efficiency of international trade in agricultural products, and continuously improve the comprehensive production capacity and international competitiveness of Chinese agricultural products. Keywords: China, regional agricultural products, exports, economic growth, correlation analysis, impact.

The analysis of intra-industry trade and inter-industry trade in international trade in different regions can fully explain the status of export trade and the advantages and disadvantages of products in different regions. The purpose of this research is to analyze the overall agricultural trade situation between China and Ukraine and the nature of the specific trade. To analyze agricultural import and export trade data between China and Ukraine, the author uses the Grubel-Lloyd index (intra-industry trade index) and the Brulhart index (the marginal inter-industry trade index in a specific period). The Grubel-Lloyd index measures the intra-industry trade of a particular product. The Brulhart index is closely related to that of intra-industry trade, that being the export and import of the same items, but concerns changes in exports and imports between two points in time as opposed to their values at a given point in time. The research is based on data for 2011-2020, which are contained in the UN Comtrade database. The research results show that agricultural trade between China and Ukraine is mutually beneficial. The difference in agricultural resource endowment and agricultural structure directly affects the trade of agricultural products between the two countries. The agricultural products exported from China to Ukraine are mainly unprocessed or primary processed agricultural products. Seafood, meat products, fruits, and vegetables account for a large proportion. The main imports are also primary processed agricultural products such as grains and vegetable oils. The agricultural product trade between the two countries is mainly based on intra-industry trade, and the difference in agricultural technology level is an important factor in determining bilateral agricultural exports.