机械工业出版社整合营销传播研究

首都经济贸易大学硕士学位论文机械工业出版社整合营销传播研究姓名：李艳申请学位级别：硕士专业：工商管理指导教师：祝合良20100301449549AbstractIMCisatypeofdynamicsystemsengeeringwhichhasnomaturecasesandexperiencetoreferindometicpulishingfield.CMPisintheleadingpositioninpulishingindustry.Beingfacedwithmoreandmoreintensemarketcompetitionandcheckingitsownadvantegesanddisadvanteges,CMPhasrealizedthatIMCisprettynecessary.Hence,basedonthetheoreticalknowlege,thearticleanalyzestheimportanceandnecessityofIMCwhichCMPshouldmakeintheprogress.MeanwhileitalsoprovidessomeadviceandopinionsonhowtooperateIMC.Mainly,thearticlefocusesonthreeperspectives,thatarebrand-building,organizationstructureadjustmentanddatamarketing.Andfinally,thesolutionscomeout.TheaimofthearticleistobehelpfulandusefultothedevelopmentofCMPandotherpublishersonlaunchingIMC.KeyWordsbranddatamarketingIMC64911.11.1.12009GDP8.5%4%1.1.220091.1.3201020091.1.47491.21.31.3.11.3.21.3.38491.3.41.41.4.11.4.21.4.31.4.422.12080:,,209492.1.12.1.1.1504P4P4P2.1.1.2206070804P10492.1.1.32.1.22.1.2.1(1979-1985)114970802.1.2.2(1986-1997)198680902.1.2.3(1997)90()2.24000-8000312492.2.12.2.22.2.3Cl13492.32.3.12.3.22.3.314492.4902.52.5.115492.5.2;;;2.5.32.5.3.12.5.3.21649(cI)2.5.3.3:(1)(2)+++(3)(4)1749(5)()(6)33.119521849ELT300020098.3720081.5%200820095%351-1200987001•20092008•104122103682•440•0.42%••-20845•-20288•556•2.74%••83277•83394•-116•-0.14%••87060•82000•5060•6.17%••54635•55310•-675•-1.22%•55000•53800•1200•2.23%1200919491-222009200862967231-935-12.93%36684679-1011-21.60%1139412800-1406-10.99%2724229642718.61%22658219866723.06%55495967-418-7.00%3773304073324.12%3403342993-8961-20.84%358671-313-46.60%13851577-192-12.18%14181488-70-4.71%803610362-2325-22.44%15188-173-92.05%551638236.73%101362115295-13933-12.08%1-33200920082642631193203-10348401-531401142652443490284316-3222009320092049128103251114-3581473108482525-43163212-493877-394855-7533122195351-15634563573-1173.1.13.1.21321493.1.320093.1.420105003.2;22491-4200942009200809-1672-157210026.9%-772-6739919.8%-2978-3112-13325.5%-353-2846913.7%-4882-3768111420.7%-1508-133117627%-719-53118820.5%-3847-38093810.7%-378-577-199-1.39%-500-546-4635%-255-251416.3%-2954-3797-842-38%-20845-2028855620%3.2.14200923493.2.253.2.33accessexcelEMAIL24493.33.3.13.3.1.15003.3.1.23.3.1.325493.3.23.3.2.13.3.2.23.3.2.23.3.326493.3.3.13.3.3.13.3.3.13.3.43.3.4.127493.3.4.244.14.1.14.1.1.164,,4.1.1.228494.1.1.34.1.24.1.2.14.1.2.229494.1.2.34.1.34.1.3.14.1.3.230494.24.2.14.2.231494.2.332494.2.4;4.34.3.14.3.1.133494.3.1.2(1)-4-13449abcdef123B/S,WebWebWeb3549WebHTMLWebabcd(2)a4-23649bcNY4-3d37493.1.3a4-438494-5b.,3949c.4.3.2Browser/ServerBrowser/Server(B/S),,ASPHTMLVBScriptJavaScriptASPASPWebServerASPScriptHTMLHTML4.3.2.1,4,40494-64-74.3.2.2124149344.3.34.3.3.1ASPASPHTMLScriptCGIVBScriptJavaScriptASPASPHTMLWEBHTMLASP4.3.3.2SQLserverSQLServer2000-RDBMSTransact-SQL()SQLServer2000RDBMSSQLServer2000WindowsWindowsSQLServer2000SQLServer2000SQL4.3.3.312424934.3.3.44.3.44.3.4.14.3.4.21234567843494.3.4.34.3.54.3.5.14.3.5.24.3.5.34.3.5.444494.44.4.14.4.1.14.4.1.24.4.24.4.2.14.4.2.245494.4.34.4.3.14.4.3.212464955.15.1.1.5.1.2.12ASPSARS35.24749124849[1]..,200741[2]..,200921[3]..,200871[4]..,199941[5]..,200611[6]..,200741[7]..,2009510[8]..,2009510[9]..,2009610[10].2009.,2009611[11]..,200911[12]..,200912[13]..,20091212[14]..,2007.11[15]..,20051019[16]..,20093[17]..,20091111[18]..,200766[19]..,20065[20]..,20095521..2004.9.22..2004.2.23...2009.1024..,2007.1125..2007.054949MBA