中国民营企业整合营销传播研究

密级：学校代码：10075分类号：学号：46010108012工商管理硕士学位论文学位申请人：王军指导教师：于强教授学位类别：工商管理硕士学科专业：工商管理授予单位：河北大学答辩日期：二○一○年十二月ClassifiedIndex:CODE:10075U.D.C.:NO:46010108012ADissertationfortheDegreeofMBAResearchonIntegratedMarketingCommunicationofChinesePrivateEnterprisesCandidate:WangJunSupervisor:Prof.YuQiangAcademicDegreeAppliedfor:MBASpecialty:BusinessAdministrationUniversity:HebeiUniversityDateofOralExamination:December,2010摘要I摘要“整合营销传播”理论作为20世纪90年代以来新兴的营销理念和传播方法，自传入我国后引起了较大的反响，并在部分企业内得到了充分应用。这一理论主张将所有与企业产品或服务有关的信息加以整合和统一发布，使消费者及潜在消费者得以充分了解企业品牌、产生购买行为，并维持消费忠诚度。为有效解决企业所面临的问题，目前，一些市场化程度较高、敏感度较强的我国民营企业，在其销售和推广活动中已开始自觉地依照整合营销传播理论，综合协调地使用各种形式的传播方式，力求迅速树立自身品牌在消费者心目中的地位，有效达到传播品牌和实现销售的目的，其实践为这一理论进行了生动的注解，日益为业内所关注和效仿。因此，深入研究和总结相关企业整合营销传播的方式方法，总结其经验教训，对我国企业的实践和相应理论的发展均具有重要的现实意义。本文从相关理论和实际案例出发，结合我国民营企业自身实际情况和现实社会环境，力求发掘民营企业营销传播举措与结果之间的规律，为企业的经营活动提供参考依据。本文共分四部分，具体内容如下：第一部分是导论，对整合营销传播理论进行概述，论述了整合营销传播理论的概念、与传统理论的区别，以及理论的发展演变历程，确定选题背景、研究目的和意义。第二部分指出我国民营企业导入整合营销传播理念的必要性。论述了传统营销传播方式的不足，企业外部环境的变化，所面临的问题，整合营销传播对企业品牌塑造的意义，从现实背景勾勒我国民营企业整合营销传播活动的现状。第三部分概述实施整合营销传播的方式，企业如何具体开展整合营销传播，包括整合营销传播策略、定位及整合营销传播媒介的选择、运用，整合营销传播的七个重要层面，以及整合营销传播的实施步骤。第四部分是我国民营企业整合营销传播实践的启示，包括企业创建初期与成长时期的整合营销传播实践，通过对蒙牛集团有代表性意义的营销传播活动进行分析，探索民营企业整合营销传播实践的规律。通过以上论述，本文总结了整合营销传播的一些原则及要点，指出我国的各类企业应充分了解这一理论，不断改进自己的营销传播实践，跟上时代的潮流，实现与时俱进。关键词民营企业整合营销传播AbstractIIAbstractAsanewmarketingideaandtransmissionsincethe1990's，“IntegratedMarketingCommunication(IMC)causinghugerepercussionsandhasbeenwidelyusedsinceenteredChina.Thistheoryholdsthatalltheinformationaboutproductsandserviceswillbeintegratedandunifiedreleasetobeintegratedmanagement,enableconsumersandpotentialconsumerstofullyunderstandthecorporatebrand,resultsinapurchase,andmaintainconsumerloyaltyintheprocess.Toeffectivelysolvetheproblemsenterprisesfaced,Currently,somesensitivityChineseprivateenterprisesofhighermarket-orient,whosesalesandpromotionpracticesthathadalreadybegunConsciouslyinaccordancewithIMC,takevariousformsofCommunicationwayintegratedandconformitytoestablishtheirownbrand'spositioninthemindsofconsumersrapidly.,spreadofbrandandsaleseffectively,whosepracticewaslivelycommentstoIMC,concernforthefollowingindustry.Therefore,thein-depthstudyofthewayaboutIMC,summingupthelessonslearned,hasimportantpracticalsignificancetoourbusinesspracticeanddevelopmentofthetheory.Thetopicsfromtherelevanttheoreticalandpracticalcases,combinedwiththeactualsituationofChinesePrivateEnterprisesandthesocialenvironment,strivetofindthelawbetweenthedisseminationactivitiesandresults,operatingactivitiesfortheenterprisereference.Thisarticlehasbeendividedintofourpartsasbelow:Firstpartisforeword,generallydescribingthetheoryofintegratedmarketingcommunications,discussestheconceptandthemeanofIMCtheory,thedifferencebetweenIMCandtraditionaltheory,thedevelopmentandevolutionofIMC,topicsfromthetheorytodeterminethebackground,purposeandsignificanceofthestudy.ThesecondpartpointsoutthechallengesofChineseprivateenterpriseinmarketingcommunications,discussestheshortcomingsoftraditionalmarketingandcommunicationways,discussesthechangesintheexternalenvironmentofenterprises,thesignificanceofIMCtobrandingcorporate,outlinesthepresentsituationofmarketingcommunicationsactivitiesofChineseprivateenterprises.ThroughtheanalysisofKelonGroup,whoselessonspracticeinIMC,summarizedtheneedandinitialpracticeofChineseprivateenterprises.AbstractIIIThethirdsectionoutlineshowtocarryoutIMC,includingthestrategyandpositioning,mediaselection,thesevenlevelsandimplementationofIMC.ThefourthpartistheInspirationofIMCPracticeinChineseprivateenterprises,includingtheearlypracticeintegrationofenterprisecreation,eventmarketinginIMC,integratedmarketingconditionsforsuccessfulapplicationofcommunicationtheory,MengniuGrouprepresentativeonmarketingactivitiesandtomakemeaningfulanalysistoexploretheprivatepracticeofintegratedmarketingcommunicationcompaniesbehindsomeofthelaw.Throughthediscussionabove,thispapersummarizesthebusinessintegratedmarketingcommunicationprinciplesandpracticeofsomeofthepoints,drawtheconclusionthatdomesticprivateenterprisesshouldfullyunderstandthebasisofthistheory,continuetoupgradetheirmarketingcommunicationconcepts,sothattheirownthinkingandpracticedonotfallinthetrendofthetimes,andrealizethetimes.KeywordsPrivateenterprisesIntegratedMarketingCommunication目录IV目录第1章导论···················································································································11.1研究的背景及意义·····························································································11.2研究内容·············································································································11.3研究方法与创新点·····························································································11.4整合营销传播理论概述·····················································································21.4.1整合营销传播的概念··················································································21.4.2整合营销传播的外延··················································································31.4.3整合营销传播研究的新进展·····