整合营销传播理论下的互联网组织架构研究

Research on the Internet Organization Structure under the Integrated Marketing Communication Theory

技术催生营销变革，当今基于互联网应用的人人互联时代，再难依靠单一的媒体渠道捕捉到普通大众，新旧媒体融合共生需要整合营销传播，市场专业化分工也需要整合营销传播。本文从企业内部条件的六步法营销部门整合，企业外部环境的一切以用户为中心的营销模式整合，再到融合共生的4IMC整合模型展开，提出整合营销内容创作的注意事项，探讨在整合营销的组织设计及效果指标设计中的一些问题，并展望了整合营销的未来发展趋势。

Technology leads to the revolution in marketing. Nowadays, at this age of People Connection based on Internet application, it is hard to rely on a single media channel to capture general public. The integration of new media and traditional media requires integrated marketing communication. Market specialization also needs integrated marketing communication. This paper extends from the six step of marketing department integration under the internal condition, the marketing model integration of external environment that focuses on customers to the symbiosis 4IMC integration model, put forward the considerations of integrated marketing content creation so as to explore the problems in organizational and performance indicators design of integrated marketing as well as the future development trend of integrated marketing.