建立基于整合营销传播理念的供应链联盟

Foundation of Supply Chain Alliance Based on the Concept of Integrated Marketing Communication

本文简要介绍了整合营销传播(IMC,IntegratedMarketingCommunication)理念的内涵,并运用它的一些基本思想,例如一体化、顾客、整合、沟通来分析供应链联盟(SCA,SupplyChainAlliance)。用它的核心的5Rs要素,即:关联(Relevance)、可接受(Receptivity)、反应(Responsiveness)、关系(Relationship)和认可(Recognition),作为基本原则来指导供应链联盟的建立,并提出了建立供应链联盟的基本步骤。

This paper introduces the implications of IMC （Integrated Marketing Communication） briefly, and analyses SCA （Supply Chain Alliance） by applying some of IMC＇s basic ideas such as customer, integration and communication. It also uses 5Rs, namely Relevance, Receptivity, Responsiveness, Relationship, Recognition, which are IMC＇s core ideas as basic principles to guide the establishment of SCA, and puts forward the basic steps of establishing SCA.