整合营销传播的实践与思考

The Practice and Thought of Integrated Marketing Combination

整合营销组合英文缩写为ＩＭＣ，即是市场营销意识的更新，为实现整体的形象传播和以消费者为导向的营销传播，必须进行多元化传播工具的组合应用，建立资料库、实施接触管理和品牌网络。目前珠江三角洲已开始推行ＩＭＣ。为推动ＩＭＣ，可实行培育市场，克服经验导向。

IMC is short for “integrated marketing combination', a new concept of marketing, which means establishing general image and customer oriented publicity,the combination of pluralistic media, and the data base and brands net and carrying out contact management. To promote IMC, which has been used in Pearl River Delta, countermeasures should be taken, such as fostering market, carrying out contact management, and avoiding experience orientation, etc.