【摘要】：商品經(jīng)濟(jì)的發(fā)展使市場競爭加劇,企業(yè)生產(chǎn)過剩、產(chǎn)品趨于同質(zhì)化、消費(fèi)者市場形成,企業(yè)要想長遠(yuǎn)發(fā)展必須以消費(fèi)者為中心構(gòu)建品牌資產(chǎn)。媒介渠道的發(fā)展及信息量的豐富弱化了企業(yè)信息傳達(dá)的效果,消費(fèi)者對品牌的認(rèn)知來源于所接觸到的信息的相互作用。最新整合營銷傳播理論強(qiáng)調(diào)以消費(fèi)者為中心構(gòu)建客戶關(guān)系,注重利益關(guān)系人建設(shè),通過整合企業(yè)內(nèi)外部各種可用資源、整合各種營銷傳播媒介及工具加強(qiáng)對營銷傳播各接觸點(diǎn)管理,使各消費(fèi)者接觸點(diǎn)傳達(dá)清晰一致的品牌形象,通過協(xié)同效應(yīng)將整合營銷傳播效果最大化。要求以數(shù)據(jù)庫營銷為基礎(chǔ)加強(qiáng)客戶關(guān)系管理,實(shí)現(xiàn)公司財(cái)務(wù)目標(biāo)。 本文以AS公司為研究對象,采用結(jié)構(gòu)式訪談及文獻(xiàn)綜述相結(jié)合的方法展開研究,并將其營銷傳播問題歸納為四大類：營銷傳播缺乏整體性規(guī)劃、未能實(shí)現(xiàn)資源的高效整合,整合營銷傳播體系不完善、不能有效支撐客戶關(guān)系,營銷傳播手段及工具沒有發(fā)揮協(xié)同作用,營銷傳播未有針對性開展接觸點(diǎn)管理。文章提出通過組建IMC部門、建立客戶關(guān)系管理體系、組合營銷傳播工具及媒介來實(shí)現(xiàn)整合營銷傳播效果。AS公司營銷傳播問題在廣大中小企業(yè)中有一定的代表性,本文通過對其整合營銷傳播對策的研究,為廣大中小企業(yè)制定營銷傳播對策提供參考依據(jù)。
[Abstract]:The development of commodity economy intensifies the market competition, the enterprise overproduction, the product tends to homogenize, the consumer market forms, the enterprise wants the long-term development must take the consumer as the center to construct the brand capital. The development of media channel and the abundance of information weaken the effect of enterprise information transmission, and consumers' cognition of brand comes from the interaction of the information they come into contact with. The latest integrated marketing communication theory emphasizes the construction of customer relationship centered on consumers, the construction of stakeholders, and the integration of all kinds of available resources inside and outside the enterprise. Integrating all kinds of marketing communication media and tools to strengthen the management of each contact point of marketing communication, so that each consumer contact point can convey a clear and consistent brand image, and maximize the effect of integrated marketing communication through the synergistic effect. Database marketing is required to strengthen customer relationship management to achieve the financial objectives of the company. In this paper, AS Company is taken as the research object, the research is carried out by using the method of structured interview and literature review, and the problems of marketing communication are classified into four categories: the lack of overall planning of marketing communication, the failure to realize the efficient integration of resources, The integrated marketing communication system is not perfect, can not effectively support customer relations, marketing communication means and tools do not play a synergistic role, marketing communication has not targeted contact point management. This paper proposes that the integrated marketing communication effect can be realized through the establishment of IMC department, the establishment of customer relationship management system, the combination of marketing communication tools and media. The problem of marketing communication of AS company is representative among the majority of small and medium-sized enterprises. Through the research of the integrated marketing communication countermeasure, this paper provides the reference for the small and medium-sized enterprises to formulate the marketing communication countermeasure.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.82;F274

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