学位论文

The Pilot Study of Integrated Marketing Communication

肖殿荒

中文

2002

华中师范大学

政治经济学

硕士

本校为第一完成单位

信息技术手段飞速发展,市场营销传播也随之改变。以计算机网络为代表的信息技术促使整合营销传播出现并迅猛发展。 本文对整合营销传播理论进行了探讨,在探讨过程中,以营销学理论和研究方法为主干,同时结合社会学、心理学、传播学的一些知识,对整合营销传播的有关问题进行了初步的探索。分析了整合营销传播产生、概念和具体内容及消费者处理信息的变化,在此基础上提出了整合营销传播的企划模式、步骤,分析了整合营销传播的不足。最后以美菱公司为例,说明了整合营销传播在企业中的运用。

With the speedy development of communicative technology the marketing communications has also changed. The communicative technology which is represented by the net of computer causes the birth of integrated Marketing communication(IMC), and its prompt and further development. This article studies and analyses the theory of the IMC During the analyzing process, the marketing theory and its studying method are the trunk while the sociology, psychology and dispersion, are also mentioned. The article studies some aspects concerning the IMC and analyses the origin, concept and contents of the IMC, ...