整合营销传播战略评估指标体系研究

The Performance Measuring Index System of Integrated Marketing Communications Strategy

随着信息技术的迅速发展和市场竞争日趋激烈,企业更加以市场为导向,整合营销传播成为企业营销的新理念,构建适合整合营销传播战略的营销绩效指标体系是整合营销传播战略面临的主要难题。针对实践中整合营销传播战略实施的制约因素构建适应整合营销传播战略的绩效评估指标体系,对企业营销传播实践很有必要。

As the information technologies develop promptly, the fierce competition among companies makes them focus on the market-oriented idea. Integrated marketing communications （IMC） becomes the new tool of marketing in companies, and the most important problem of IMC strategy is conceiving a performance measuring index system of IMC Strategy. Under the conditions of IMC practice, designing a performance measuring index system of IMC Strategy is useful for IMC practice in future.