论整合营销传播理论

整合营销传播理论的主要内容为:消费者个性的回归、消费者主动性增强、绿色营销观念的发展和深化、购物的方便性和趣味性增强。传统企业仍然具有优势,所以传统企业不是被取代而是营销观念要随着变革:树立统一形象、与顾客建立良好关系、通过互联网为消费者提供更多的附加利益和服务、与其他集团和媒介建立良好的关系。IMC战略实施的路径包括:提高市场感知能力、战略与财务整合、优化组织结构流程。

On Integrated Marketing Communication

The major contents of Integrated Marketing Communication are: returning of consumers' individual characters,strengthening of consumers' initiatives,development and deepening of green marketing and rising of shopping convenience and interests.But there are still advantages in traditional enterprises,they are not to be replaced,but to change with marketing ideas.They should establish a unified image and good relation with consumers and other groups and media and offer more additional interests and services through Internet.The implementation of IMC Strategy includes improving the institutional perception,combining strategy and finance and optimizing the procedure of institutional framework.