摘要
回顾营销思想演变过程,指出西方整合营销传播理念虽然被广泛接受,但并不能充分支持营销实践经历了从大规模营销到整合营销的转变。整合营销传播是一个不断完善的过程,论文提出的整合营销战略体现了动态发展阶段性的特点,这种整合营销战略是关系营销和后工业制造特点相结合的战略营销模式。文章通过分析海尔集团整合营销战略的实践和经验:组织结构和营销流程再造、客户关系管理和客户、产品、型号三种经理围绕订单实现的运作耦合,指出整合营销战略对中国家电等相关制造企业的营销管理和发展具有重要借鉴意义。
Based on the review of marketing thoughts and the literature of Integrated Marketing Communication theory, there is no sufficient evidence to fully prove or disprove the habitualized and now relatively standard chronology of a shift from massmarketing communications to IMC practices. IMC is a progression of sophistication and should be undertaken in incremental steps. The paper put forward the model of integrated marketing strategy. The strategic marketing model, which practiced in Haler Group by organization/process reengineering, customer relationship management and the coupling the interactions among customer-manager, product-manager and MMC-manager, is helpful for the development of Chinese appliance enterprises.
出处
《系统工程》
CSCD
北大核心
2006年第3期95-102,共8页
Systems Engineering
基金
国家自然科学优秀创新研究群体基金资助项目(70121001)
国家自然科学基金资助项目(70472035)
关键词
整合营销传播
整合营销战略
海尔集团
营销流程再造
客户关系管理
耦合
Integrated Marketing Communication
Integrated Marketing Strategy
Haler Group
Marketing Process Reengineering
Custom Relationship Management
Coupling
