摘要
目前,中国企业由“生产主导的时代”跨入“顾客导向的时代”,消费者的需求已从仅仅满足于单一物质需求转变为多元化的需求。市场营销传播模式已不同于传统的以广告为主的模式。企业也转变为借助整合营销传播。本文从解析整合营销传播理论入手,分析实施整合营销传播的效果,同时,探析实施整合营销传播的路径及实施的基本原则。
Today, Chinese enterprise has entered “ the customer lead era ” from “ produce leading era ”. The consumer demand has change into the pluralistic demand from the single material demand. The mode of the marketing has already been different from the traditional mode relying mainly on advertisement. Enterprises spread change into IMC too. This text starts with the theory of IMC, analyze the result of IMC, meanwhile, find out route of IMC and basic principle of implementation IMC.
出处
《经济与管理》
2005年第9期45-49,共5页
Economy and Management
基金
2005年河北省社科联项目<构建具有我省民营企业特色的营销传播模式>阶段性成果
项目批准号:200504004
关键词
整合营销
沟通
探析
integrated marketing
communications
analysis
