整合营销传播视角下通信服务企业品牌接触点管理研究

The research on brand contact point management in communications service enterprise from the perspective of IMC

本文从政策、经济、技术、市场竞争等视角分析了通信服务企业实施整合营销传播的动因,指出整合营销传播视角下通信服务企业品牌接触点管理的主要内容是客户服务品牌接触点识别、有效识别关键接触点、对品牌接触点实施有效管理等,并对通信服务企业如何进一步做好品牌接触点管理提出对策建议。

This paper analyzes the reason why Integrated Marketing Communication fit into the strategizing scheme of communications service enterprise from the perspective of policy,economy,technology,market competition and so on. It also points out that from the perspective of IMC,the main content of brand contact point management in communications service enterprise contains customer service brand contact points identification,the key contact points identification,how to implement effective management on brand contact point. Then it proposes the appropriate strategies that communications service enterprise how to improve brand contact point management.