文档介绍：*
海尔集团整合营销战略研究
王大刚,席酉民,周云杰
西安交通大学管理学院中国管理问题研究中心#,西安,陕西,710049

摘要: 本文回顾了营销思想演变过程,指出西方整合营销传播理念虽然被广泛接受,但并
不能充分支持营销实践经历了从大规模营销到整合营销的转变。整合营销传播是一个不断完
善的过程,论文提出的整合营销战略体现了动态发展阶段性的特点,这种整合营销战略是关
系营销和后工业制造特点相结合的战略营销模式。文章通过分析海尔集团整合营销战略的实
践和经验:组织结构和营销流程再造、客户关系管理和客户、产品、型号三种经理围绕订单
实现的运作耦合,指出整合营销战略对我国家电等相关制造企业的营销管理和发展具有重要
借鉴意义。
关键词:整合营销传播;整合营销战略;海尔集团;营销流程再造;客户关系管理;耦合

Research on Haier Group’s Integrated Marketing Strategy
Wang Dagang, Xi Youmin, Zhou Yunjie
Research Center of Chinese Management Issues
School of Management, Xi’an Jiaotong University, Xi’an, 710049, China

Abstract: Based on the review of marketing thoughts and the literature of Integrated Marketing
Communication theory, there is no sufficient evidence to fully prove or disprove the habitualized
and now relatively standard chronology of a shift from munications to IMC
practices. IMC is a progression of sophistication and should be undertaken in incremental steps.
The paper put forward the model of integrated marketing strategy. The strategic marketing model,
which practiced in Haier Group anization/process reengineering, customer relationship
management and the coupling the interactions among customer-manager, product-manager and
MMC-manager, is helpful for the development of Chinese appliance enterprises.
Key Words: Integrated munication; Integrated Marketing Strategy; Haier G