文档介绍：毕业论文
题目: 浅析DHC整合营销策略
学生:
学号:
院(系): 管理学院
专业: 市场营销
指导教师:
2012年 6月 10日
浅析DHC整合营销策略
摘要
整合营销是市场营销策略中的一个重要课题。整合营销能对各种营销工具和手段进行系统化的组合以使交换双方在交互中实现价值增值,同时建立,维护和传播品牌,以及加强客户关系,进而对品牌进行计划,监督和实施。
整合即把各个独立的营销体系综合成一个整体,以产生协同效应。DHC作为日本通信销售化妆品最大品牌,在整合过程中所产生的“协同效应”十分具有代表性与前沿性。因此,研究DHC整合营销策略对整合营销学具有十分重要的研究意义。
关键词:整合营销,DHC整合营销,策略
Analysis of DHC integrated marketing strategy
Abstract
Integrated Marketing is an important topic in the marketing strategy. Integrated Marketing bination of various marketing tools and instruments to enable the exchange of both sides to achieve added value in the interaction, at the same time to establish, maintain and spread the brand and strengthen customer relationships, and then of the brand plan, monitoring and implementation.
Integration that is separate marketing system integrated into a whole, in order to create synergies. DHC in the integration process munication selling cosmetics brand in Japan, "synergies" very representative of the cutting-edge. Therefore, the study the DHC integrated marketing strategy integrated marketing science has very important significance.
KEY WORDS: Integrated Marketing,DHC integrated marketing,Strategy
目录
摘要................................................................
ABSTRACT............................................................
1 整合营销的概述....................................................
整合营销的概念及特征........................................
整合营销的工具及操作思路....................................
整合营销4I原则.............................................
整合营销在中国的发展........................................
2 DHC集团简介.......................................................
DHC集团介绍.................................................
DHC经营模式—通讯经营模式...................................
3 DHC整合营销策略分析...............................................
DHC整合营销策略发展趋势.....................................
DHC整合营销的具体措施与对策.................................
DHC整合营销策略特点分析......