以客户为中心的网络整合营销传播模式研究

Research on customer-centered EIMC mode

网络整合营销传播(EIMC)是整合营销传播实践过程在网络技术环境下延伸和发展的必然产物,是对传统整合营销传播框架的补充和完善。依据AISAS客户行为模式探讨网络整合营销传播模型,展示从客户细分到客户接触到客户评估全过程中的交互式的信息流,重点描述在AI-SAS各阶段上企业通过网络上载信息、客户通过网络下载信息的信息流过程,同时强调企业与客户借网络渠道在营销节点的对应关系。

E-Integrated Marketing Communications （ EIMC ） is the inevitable product of marketing communications in the Internet technology context, which supplements and commutates the traditional Integrated Marketing Communications. This paper discusses the EIMC mode in accordance with AISAS customer behavior mode. It shows an interactive information flow from the customer segmentation tion, which mainly describes the process varying from companies＇upl to the customer contact to the customer evaluaoading and customers＂ downloading information process. It emphasizes on the correspondence of companies and customers through the Interact during the whole marketing.