广告文化的超越——论海尔集团广告营销策略与企业文化策略的整合

Overstepping Advertisement Culture——Analys is of Integrated advertisement marketing strategy and corporation culture strategy in Haier Group

在商品经济高度发展的今天 ,广告营销中运用文化传播的作用和地位所产生的营销竞争优势已日益凸显。本文从整合营销传播的角度探讨了海尔集团广告营销策略与企业文化策略整合的新境界。

In the highly-developed commodity economy,the competitive advantages resulted from the function and position of cultural communication in advertisement marketing are increasingly highlighted.This paper discusses a new state of integrated advertisement marketing and corporation culture strategy of Haier Group according to Integrated Marketing communications.