基于网络经济的整合营销传播模式研究

Research on the IMC Mode Based on Network Economy

本文认为,网络营销整合主要包括对目标市场、营销渠道、内外部职能领域、营销核心和企业形象等要素的整合。网络营销整合过程中,应注意分析消费者的心理及行为特征,确定目标市场的传播方式;明晰整合思路,确定运作方法;选择传播渠道和范围;挖掘潜在市场,扩大市场范围;加强与客户沟通,充分了解客户反馈意见,同时进行效果检测。

The author believes that network marketing integ ration includes the integration of target market, marketing channel, internal and external function area, marketing core and enterprise image. During the process of marketing network integration, we should pay attention to the analysis of the consumers＇ physiological and behavior feature, fully understand the way of integration, choose the channel and scope of spreading, and strengthen communication with customers.