回顾过去数十年营销理论的发展历程,我们可以发现营销观念经历了消费品营销(50年代)→产业营销(60年代)→非营利及社会营销(70年代)→服务及关系营销(80年代)→整合营销(90年代)的演变。Review the past decades development course, marketing of theory, we can find marketing idea went through the marketing of the consumer goods (the fifties) Industry's marketing ( The sixties) Non-commercial and social marketing ( The seventies) The service and relation marketing ( The eighties) Combine marketing ( The 1990s) Development.
随着社会的进步,科技的发展,尤其信息技术的发展,企业的经营环境发生了很大变化。With the progress of the society, the development of science and technology is especially the development of the information technology, very great change has taken place in the management environments of enterprises. 企业再单纯追求利润的最大化已经不符合市场要求了,要想持续发展,必须建立并长期维持与各利害关系着之间的良好关系。It doesn't accord with the market demand that enterprises pursue the maximization of the profit simply again, if you want to develop continuously, must establish and keep it with the good relation between every stake for a long time.
因而,以提高利害关系着对企业的认识度和信任感为目的的企业传播活动成为企业必须的经营活动。Therefore, enterprises taking improving the degree of understanding of enterprise of stake and trust sense as purpose propagate the activity and become enterprise's necessary business activities. 企业面向内、外部开展的所有形态的传播的整体化——整合营销传播(IMC),越来越多的得到当今企业的青睐。The spread of all shapes launched inside or outside facing in enterprises one is whole - -Combine marketing and spread ( IMC) ,More and more one is favored by nowadays enterprises.
作为一种新型营销理念,整合营销传播是一个对现有顾客和潜在顾客发展和实施各种形式的说服性沟通计划的长期过程。As a kind of new-type marketing idea, combine marketing propagate it is one that develop and implement of different forms persuasion not to link up the long-term course planned to existing customer and potential customer. 以整合企业内部和外部资源为手段, 以消费者为中心, 重组企业行为和市场行为, 并通过综合协调地使用各种形式的传播方式, 以实现企业最大目标和顾客最大价值。And outside resources regard consumer as the centre as the means while combining enterprises, recombinate enterprise's behavior and market behavior, and use the circulation ways of different forms through comprehensive coordination, in order to realize enterprise's biggest goal and customer's greatest value. 它带来了企业营销方式的变革,将成为新世纪全球企业竞争和经营不可缺少的工具。It has brought the change of enterprise's marketing way, will become the global enterprise's competition in the new century and deal in the indispensable tool. 整合营销传播在西方广告界、媒体界、企业界获得了快速的发展和应用。Have combined marketing and propagated and got fast development and application on the advertising circle, media circle, business circles of the west. 目前,它已经成为一种营销界普遍认可的新理论及有效的方法。At present, it has already become new theories generally approved of a kind of marketing circle and effective method.
文章首先深入分析了整合营销传播的内涵,并重点对整合营销传播的结构特点框架和层次进行了剖析,最后通过对整合营销传播操作原则的深入分析,进一步阐述了整合营销传播的基础观念和思维。The article analyses in depth and combines the intension that marketing spreads at first, and has analyzed to combining the structure characteristic frame and level propagated in marketing especially, through propagating the in-depth analysis which operates the principle to the marketing of combining finally, explained further that combines basic idea and thinking that marketing spreads.
[关键词] 营销传播;4Cs理论;IMC观念;IMC理论框架;整合 [The keyword ] marketing spreads; 4Cs theory; IMC idea; IMC theory frame; Combine
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