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新媒体背景下的产品整合营销——以杜蕾斯为例

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摘要 杜蕾斯官博从最开始的几万粉丝成长到现在一个具有300多万粉丝的微博,它的年销量近10亿支,在中国避孕套市场占据了大约30%的份额,它的成功不仅仅来自于产品,更源于它出色的整合营销方案。文章主要通过对杜蕾斯创意营销方案的分析的总结出新时代整合营销的启示。
作者 周秋雨
出处 《新媒体研究》 2019年第5期68-69,共2页 New Media Research
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