整合营销传播(IMC)：概念及实践特征探析

The Concept and Practice of Integrated Marketing Communication(IMC)

整合营销传播是适应信息多元化与品牌中心时代的新型沟通体系。"整合营销传播"概念框架中的"整合"有质、量两方面不同的内涵,在整合目标上有品牌战术传播和组织整体战略传播两个高低不同的层次,整合营销传播实践的运行特征包括"接触管理"、"协同效应"、"双向沟通"等三项指标。

Integrated Marketing Communication is a new communication system adaptible to the pluralistic information society and brand oriented age, The literature review shows the integration with the concept of IMC has very different connotations in both quality and quantity aspect. The IMC objectives can be divided into two levels： brand strategy communication and total organizational communication, The practice of IMC involes three indexes, i, e. touch management, synergy effect and two- way communication.