整合营销传播及其管理要义  

A study on Integrated Marketing Communication

作　　者：朱红亮[1] 李振国[1] 

机构地区：[1]河北师范大学新闻传播学院,河北石家庄050091

出　　处：《河北学刊》2009年第2期208-211,共4页Hebei Academic Journal

基　　金：河北师范大学社会科学研究项目资助课题成果之一

摘　　要：整合营销传播管理是新经济条件下的营销传播管理模式。本文从当代营销最根本的问题入手,从整合营销传播理论的源头出发,解析整合营销传播的基本核心内涵及其管理的基础流程框架。整合营销传播将顾客和企业放在一个平台上,通过平等的、顺畅的双向传播沟通,建立并维系彼此之间的互信关系,从而使彼此的价值最终得以实现,整合营销传播的所有策略及其创新都是围绕这一主题来展开的。IMC management is the marketing communication management style under the new economical con- dition. Although the doubt about its new nature has never stopped, it should not be the reason for giving up further studying. Starting from the basic problem of the present marketing and the origin of the integrated mar- keting communication theory, the article analyzes the core connotation of the integrated marketing communica- tion and the basic frame of its managing process. Placing the customers and enterprises on the same platform, this communication sets up and supports the mutual trust via the equal and smooth bi -communication. There- fore, both party＇s value can be realized. All the strategies and origination of the integrated marketing communication revolves round this central theme.

关 键 词：整合 整合营销传播 价值 定位 

分 类 号：F713.50[经济管理—市场营销]