文档介绍：本科毕业设计(论文)
题目整合营销传播的应用策略研究
学院商学院
专业市场营销
班级
学号
学生姓名
指导教师
摘要
21世纪是市场经济发展的腾飞阶段,同时企业之间的竞争也越来越激烈,企业不仅要有质量过硬的产品,更要有一套完善的营销传播策略,这样才能在市场上占有一席之地。整合营销传播策略能够提供具有良好清晰度、连贯性信息,使传播影响力最大化,越来越受企业家们得追捧。一个个成功的案例更好的说明了一点就是——整合营销传播将会在市场经济中发挥重要的作用。虽然整合营销传播在中国发展时间相对较短,也并不成熟,但随着市场经济的不断发展,不可否认的就是整合营销传播策略在整合中国企业的营销过程中扮演着越来越重要的角色。
本文首先通过收集文献资料对整合营销传播的内涵、规划模型两方面进行概述。然后理解文献中的整合营销规划模型,收集中国联通慈溪分公司营销数据,观察实际营销运作情况,提出公司的整合营销规划模型。最后基于公司的整合营销规划模型,针对企业决策者科学化、系统化的思维方式、整合营销传播策略的执行力、客户档案企业在整合营销策略的应用过程中成功的关键要素,提出加强企业决策者对整合营销传播策略运用的意识、建立客户档案、设立监督部门三方面的对策。
关键词:整合营销传播;整合营销传播模型;联通公司
Abstract
The 21st century is the development of the market economy boom stage, meanwhile petition among enterprises is also more and more fierce, companies not only have excellent quality products, but also have prehensive munications strategy, so as to place in the market. Integrated munication strategy can provide good clarity, the continuity of information; make transmission influence maximization, more and more get entrepreneurs have to demand. essful cases better explain the point is - integrated munication in market economy will play an important role. Although the development of integrated munication in China, a relatively short time, it is not mature, but with the continuous development of market economy, it is undeniable that integrated munication strategy in the integration process of the application of Chinese enterprises play a more and more important role.
Firstly, the paper through the collection of literature outlines the meaning of integrated munication planning model. Secondly, understood the marketing planning model, collected Chinese Cixi Branch marketing data; observed the actual marketing operation, the paper puts forward the integrated marketing planning model. Finally, the paper based on pany's marketing planning model for enterprise decision makers, scientific, systematic way of thinking, and integrated munication strategy execution, customer file enterprise in the integrated marketing strat