简析网络时代的整合营销传播

Analysis in Brief: IMC@Networking.Era ──Methodology & Application Mode Of IM

运用营销学、传播学、管理学和网络管理技术等跨学科、多领域的研究方法 ,试从多学科理论和运用 IT工具来解决整合营销传播的可行性问题 ,即如何实现整合营销 / IMC以及如何利用营销信息系统 MKIS来实现整合营销功能等 ;运用规范分析与实证分析相结合的方法 ,包括战略营销模式、营销系统模型、管理信息系统模型、网络化管理等 ,试系统论证并完善“整合营销传播”方法论的理论体系 ,试从模型化、网络化的基本思路来构建整合营销的系统解决方案 ,分析和总结整合营销传播的战略与策略、整合营销模式的理论及实践意义 ,使之能在营销理论上有所创新 ,并能够为中国企业的营销实践提供具有可操作性的原则和方法。

Under grounding with multiple academic theories of Marketing, Communications, Management, Networking Management Technology, and so on, the present paper tries to analyze the practical feasibility of Integrated Marketing Communication by the IT tools concurring with traditional subject, it is also concerning with how to realize the IMC functions by the Marketing Information System; synthesizing with the normative & positive method, including colligation of Strategic Marketing Model, Marketing System Model, Management Information System Model & Networking Administration, it also tries to give systematic reasoning & implement to methodology of Integrated Marketing Communication theory, to establish a total system solution project of Integrated Marketing by utilizing modeling & networking mode, to summarizing the strategy & policy of Integrated Marketing Communication and theoretical & practical meaning of Integrated Marketing, and to provide the operational principia & methods for Chinese Marketing Practice by the incoming innovations in marketing theories.