企业整合营销传播的理论与实践

Theory and Practice of Integrated Marketing Communication in Enterprises

20世纪90年代以来,作为一种新的营销方式,整合营销传播风靡西方广告界、媒体界、企业界,并获得了快速的发展和应用,目前,它已经成为一种新趋势、新理念、新理论和新方法。文章分析了整合营销传播与传统营销传播的不同表现方式,充分体现了整合营销传播的优越性,并重点提出了整合营销传播的推进方式,最后通过对可口可乐公司“酷儿”果汁饮料和惠普公司“6L”激光打印机实施整合营销传播策略取得成功的案例分析,进一步证实了整合营销传播是企业追求最大综合效益的有利武器。

Since 1990s, integrated marketing communication has been prevalent in western advertising, media and enterprises and has been developed quickly. Presently, it represents a new trend, philosophy and method of communication. This article first analyzes the differences between integrated marketing communication and traditional marketing communication and then suggests the way to promote integrated marketing communication. Finally, it proves the effectiveness of integrated marketing communication in obtaining maximum comprehensive benefits for an enterprise through two case studies.