企业传播新主体营销传播管理者

:,(,300071):(IMC),,IMCIMC,,:;;;:F270.7:A:1002-9753(2004)04-0098-07TheNewExecutorofCorporateCommunication:MarcomManagerSHENGuang-long,QUFei-Yu(InternationalBusinessSchool,NankaiUniversity,Tianjin300071,China)Abstract:Marketingcommunicationmanager(MarcomManager),whointegratesthebusinessmanagement,marketingandcommunication,isthenewexecutorofcorporatecommunicationinintegratedmarketingcommunication(IMC)strategy.ThecompetitionoftheenterpriseIMCstrategyisthecompetitionofMarcommanagersquality.BasedontheIMCtheory,thispaperanalysesbackgroundofMarcommanagersemergenceandsetsupboundaryonthejobmodeandresponsibilitiesofMarcommanager.Keywords:integratedmarketingcommunication;stakeholders&interestgroups;Marcommanager;interestsentity,JeromeMcCarthy4PR&D(PricingStrategy)(MarketPositioning)(ChannelStrategy)/(Advertising/PersonalSelling),4P,RobertF.Lauterborn4C:Consumer()Cost()Convenience()Communication(),,,,CRMDBMRBMCALS/,,,,,,,,(IntegratedMarketingCommunication)JeromeMc2Carthy4PRobertF.Lauterborn4C,,(CommunicationSynergy),IMC,,,,,(DonE.Schultz,1993)[1]IMC,(),IMC,,Petrison&Wang(1996)IMC:(ExecutableIntegration),;(PlanningIntegration),,,,,:2003-11-20:(:01JA630012):(1963-),,,,8920044©1995-2006TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.[2]ThomasRDuncan(1994)IMC:,IMC,,[3]DonE.Schultz(2000)IMC5R[(Re2sponsiveness)(Relevance)(Receptivi2ty)(Recognition)(Relationships)],[4],(TransactionCost)(WintoWin),,,IMC2R:(Response)(Relationship)(AgileManagement)(RealTimeMarketing)(Database),,,(SpeakinOneVoice),,,IMC,IMC,IMCIMC,,,,,DonE.Schultz(1999)(Czar)IMC:IMC(MarcomManager)[5]IMC,,IMC,,,:1.,,,,,;,,,,,2.,1,;(Spokesman);;,,;;PhilipKotler(1972)(Mega-marketing)(GenericMarketing)[7];,,;,;,(TheIn-outsideOrientProcess)[6],:(1),,,;,,,99:©1995-2006TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.1:JamesG.Hutton(1996),IntegratedEvolutionandtheMarketingCommunicationsofMarketingThought,JournalofBusinessRe2search,37:155-162,1IMC:.[M].:.20016,,,;(2),;(3)(TheOutside-inOrientProcess),,,IMC,3.IMCIMC,,,,DonE.Schultz(1999)IMC,:(1),,;(2)(),,,;(3),[8],IMC,,,,,IMC(Czar),,,IMC00120044©1995-2006TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.2:[].[M].:.1999.p223-251,3:.IMC[A].[C].:.20015,(MarcomManager)IMC,IMC1IMC,,:(MarketingandPublicManager)(CorporateCommunicationManager),,,(MarketingCom2munication)(Manager),,[9],,,,1+12,,(Coach),,,,,:(1),,;(2),,,101:©1995-2006TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.;(3),,;(4),,,,,[10]2,,IMC,,,IMC,,,IMC,,IMC,,,IMC,IMCIMC,IMC,IMC,,IMCIMC,3IMC:,,;,,,,;,,;IMC,,,,,:,,,,,;,,,;,1.,,,:(1)ThomasR.Duncan(1999),,,[11],,;,,,,,(2),,,,,,20120044©1995-2006TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.,IMC,,,,,;,,,,,;,,,2.,,,,(),IMC,,,,,,,;,IMC,,,,,,;,,,,,,,,IMC(CIO)3.IMC,,,,,,,:(1)();(2),,,;(3),(ZeroBasisPlan),,,IMC,,[12],IMCIMC,,,301:©1995-2006TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.2IMC3:3IMC3IMC33333:,IMC33,3,WebSiteVOD33,3,:.IMC[A].[C].:.2001.24-51.,IMC2IMC,,IMC,,IMC,,,IMC,,:[1]Schultz,D.E.IntegratedMarketingCommunications:MaybeDefinitionisinthePointofView[J].MarketingNews,1993.15-19.[2]Petrison,L.A.&Wang,P.IntegratedMarketingCommunica2tion:ExaminingPlanningandExecutableConsiderations[J].Inte2gratedinCommunication:SynergyofPersuasiveVoices,1996.45-55.[3]Duncan,ThomasR.IsYourMarketingCommunicationsInte2grated[J].AdvertisingAge,1995.111-121.[4]Schultz,D.E.MarketingCommunicationPlanninginaCon2vergingMarketplace[J],JournalofIntegratedCommunications,2000.47-51.[5][],,.[M].:.1999.223-243.[6]JamesG.Hutton.IntegratedEvolutionandtheMarketingCommunicationsofMarketingThought[J].JournalofBusinessRe2search,1996.155-162.[7]Kotler,P.AGenericConceptofMarketing[J].JournalofMar2keting,1972.36,(23):46-50.[8]4.[9].IMC[A].[C].:,2001.24-51.[10].[M].:.2001.127-149.[11][].[M].:,2000.224-256.[12]8.(:)40120044©1995-2006TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.