从广告经营到整合营销服务——论广东报业的整合营销传播  

Study on IMC of newspaper in Guangdong,China

作　　者：李明伟[1] 

机构地区：[1]深圳大学传播学院

出　　处：《广告大观（理论版）》2011年第3期68-71,共4页Journal of Advertising Study

基　　金：广东省教育厅"千百十工程"优秀人才培养基金项目成果之一

摘　　要：现代营销理论经历了三个发展阶段:从"独特销售主张"到"品牌理论"再到"整合营销传播"(IMC)。作为中国报业的标杆,广东报业在数据库建设、内外整合、个性化服务等方面已经积累了丰富的资源和经验,但与IMC的理论精髓和国外IMC的应用相比还存在很大差距,目前应着重从以下三个方面改进:从"业务整合"上升至"全面整合";从"以我为主"转向"以客户为主";从"单纯的广告发布者"转型为"高品质的整合营销服务商"。Modem marketing theory has gone through three stages of development： from ＂USP＂ to ＂Brand Theory＂ and then ＂IMC＂ . As the benchmark of Chinese newspaper industry, Guangdong newspapers have accumulated a wealth of resources and experience in the database, integrating of internal and external, personalized service, etc. However, there is still a gap compared to the IMC ＇ essence as wel/ as its applications abroad. Three aspects maybe important for Guangdong newspapers to focus and possible to improve： comprehensive integration, customer orienting, and transformation from the ＂pure advertising publishers＂ to the ＂high-quality integrated marketing service provider＂ .

关 键 词：整合营销传播 广东报业 报业经营 

分 类 号：F713.8[经济管理—广告]