基于互动沟通的整合营销传播模型

Integrated Marketing Communication Model Based on Co-reactive Communication

为了改变消费者成熟的心智模式,在整合利用消费者多样化信息接触方式的过程中,整合营销传播逐步被重视和推崇。在系统地回顾和总结其理论及发展的基础上,着重提出和分析企业如何通过整合营销传播战略的实施来搭建针对目标群体的传播模式和沟通平台,以期对企业产品和服务信息的传达及品牌形象的塑造有所启示。

In the course of integrating and utilizing various consumers contacting types of information and changing consumers’ mature mind models,integrated marketing communication has been stressed and popularized.Based on the systematic summary and review of its theory and development,this paper analyses how a firm plans and carries out integrated marketing communication strategy to build a communication model and stage for targeting group,which inspire the communication of product and service information,and the building of brand image.