甘肅酒泉藥業(yè)公司整合營銷傳播研究
發(fā)布時(shí)間：2018-11-27 13:13
【摘要】：20世紀(jì)90年代以來，整合營銷傳播作為一種全新的營銷傳播理論在西方學(xué)術(shù)界，廣告界和企業(yè)界得到了快速的應(yīng)用和發(fā)展，該理論在營銷傳播上以全新的4Cs理論取代了傳統(tǒng)的4Ps理論，涉及到傳播學(xué)，營銷學(xué)，廣告學(xué)和管理學(xué)的多個學(xué)科及領(lǐng)域，對企業(yè)的市場營銷和經(jīng)營管理等活動都產(chǎn)生了深遠(yuǎn)影響。本文即是在此背景下探討研究了甘肅酒泉藥業(yè)公司連鎖藥店如何利用整合營銷傳播的理論，不斷的提升老字號品牌在公眾心目中的形象，切實(shí)提高企業(yè)的經(jīng)營管理水平和服務(wù)意識，以便在當(dāng)前激烈的市場競爭中取得競爭的優(yōu)勢。 本文首先根據(jù)甘肅酒泉藥業(yè)公司連鎖藥店當(dāng)前所面臨的政策環(huán)境，經(jīng)濟(jì)環(huán)境和人文環(huán)境等對公司業(yè)務(wù)的現(xiàn)狀做了全面深入的分析，明確了甘肅酒泉藥業(yè)公司連鎖藥店實(shí)施整合營銷傳播的意義；其次根據(jù)營銷傳播的整合模型，提出了公司實(shí)施整合營銷傳播的相關(guān)思路，規(guī)劃了公司實(shí)施整合營銷傳播的傳播工具整合和過程整合，確定了公司整合營銷傳播的目標(biāo)、任務(wù)、階段、工作中心、營銷策略和傳播工具的整合策略；設(shè)計(jì)了公司實(shí)施整合營銷傳播的測評和控制體系。通過整合營銷傳播理論在公司的成功實(shí)踐表明，只要公司真正站在消費(fèi)者的角度，以消費(fèi)者的利益需求為核心，加強(qiáng)和消費(fèi)者和相關(guān)利益群體之間的雙向互動溝通，綜合協(xié)調(diào)的使用各種形式的傳播方式，以統(tǒng)一的目標(biāo)和傳播形象，傳遞統(tǒng)一的品牌信息，一定可以實(shí)現(xiàn)公司品牌價(jià)值的持續(xù)增長和公司銷售額的不斷提升，達(dá)到公司和消費(fèi)者及相關(guān)利益群體的雙贏的局面。 廣大中小企業(yè)的崛起和發(fā)展對保持我國經(jīng)濟(jì)長期穩(wěn)定健康快速的發(fā)展意義重大，但由于歷史的原因，中小企業(yè)，尤其是西部中小企業(yè)在發(fā)展過程中缺乏較為現(xiàn)代化的企業(yè)經(jīng)營管理理論的指導(dǎo)，所有這些都是西部中小企業(yè)在市場經(jīng)濟(jì)的發(fā)展階段和過程中要去面對的困難和需要切實(shí)解決的矛盾。本文既是以整合營銷傳播等現(xiàn)代營銷管理理論為指導(dǎo)，本著理論為實(shí)踐所用為宗旨，，并結(jié)合企業(yè)具體的實(shí)際經(jīng)營情況進(jìn)行剖析，探討研究了如何使作為西部中小企業(yè)代表的甘肅酒泉藥業(yè)公司連鎖藥店利用先進(jìn)的管理理論和思想有效的改善經(jīng)營管理模式，協(xié)調(diào)其有限的客戶資源，提高顧客滿意度，提升管理水平，增強(qiáng)綜合素質(zhì)。希望本文對理論指導(dǎo)西部中小企業(yè)改善經(jīng)營管理水平具有一定的實(shí)際借鑒意義。
[Abstract]:Since the 1990s, as a new theory of marketing communication, integrated marketing communication has been applied and developed rapidly in western academic, advertising and business circles. This theory replaces the traditional 4Ps theory with the new 4Cs theory in marketing communication, which involves many subjects and fields of communication, marketing, advertising and management. To the enterprise's marketing and management and other activities have a profound impact. Under this background, this paper probes into how to use the theory of integrated marketing and communication to improve the image of the old brand in the public mind of Gansu Jiuquan Pharmaceutical Company. In order to gain the competitive advantage in the fierce market competition, the management level and service consciousness of enterprises should be improved. First of all, according to the current policy environment, economic environment and humanistic environment of the chain drugstores in Jiuquan Pharmaceutical Company of Gansu Province, this paper makes a comprehensive and in-depth analysis of the current situation of the company's business. The significance of integrated marketing communication of chain drugstores in Jiuquan Pharmaceutical Company of Gansu Province is clarified. Secondly, according to the integration model of marketing communication, the paper puts forward the relevant ideas of implementing integrated marketing communication, planning the integration of communication tools and process integration of the company to implement integrated marketing communication, and determines the goal and task of integrated marketing communication. Stage, work center, marketing strategy and communication tools integration strategy; Designed the company to implement integrated marketing communication evaluation and control system. Through the successful practice of integrating marketing communication theory in the company, it is shown that as long as the company really stands in the perspective of consumers and takes the interests of consumers as the core, it can strengthen the two-way interactive communication between consumers and relevant interest groups. Comprehensive and coordinated use of various forms of communication, with a unified goal and dissemination of image, the transmission of unified brand information, can certainly achieve the company's brand value of sustained growth and the company's sales volume continues to improve, Achieve a win-win situation for companies, consumers and related interest groups. The rise and development of the majority of small and medium-sized enterprises is of great significance for maintaining the long-term, stable, healthy and rapid development of our economy. However, due to historical reasons, small and medium-sized enterprises, In particular, the small and medium-sized enterprises in the western region lack the guidance of modern business management theory in the process of development. All these are the difficulties and contradictions that small and medium-sized enterprises in the western region have to face in the development stage and process of market economy. This paper is guided by the modern marketing management theory such as integrated marketing communication, and takes the theory as the purpose of practice, and analyzes the actual management situation of the enterprise. This paper discusses how to make the chain drugstore of Gansu Jiuquan Pharmaceutical Company, which is the representative of the small and medium-sized enterprises in the west of China, to effectively improve its management mode, coordinate its limited customer resources, and improve its customer satisfaction by using advanced management theory and ideas. Improve the level of management, enhance comprehensive quality. I hope this paper has some practical significance to guide the western small and medium-sized enterprises to improve the management level.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：F426.72
本文編號：2360907
[Abstract]:Since the 1990s, as a new theory of marketing communication, integrated marketing communication has been applied and developed rapidly in western academic, advertising and business circles. This theory replaces the traditional 4Ps theory with the new 4Cs theory in marketing communication, which involves many subjects and fields of communication, marketing, advertising and management. To the enterprise's marketing and management and other activities have a profound impact. Under this background, this paper probes into how to use the theory of integrated marketing and communication to improve the image of the old brand in the public mind of Gansu Jiuquan Pharmaceutical Company. In order to gain the competitive advantage in the fierce market competition, the management level and service consciousness of enterprises should be improved. First of all, according to the current policy environment, economic environment and humanistic environment of the chain drugstores in Jiuquan Pharmaceutical Company of Gansu Province, this paper makes a comprehensive and in-depth analysis of the current situation of the company's business. The significance of integrated marketing communication of chain drugstores in Jiuquan Pharmaceutical Company of Gansu Province is clarified. Secondly, according to the integration model of marketing communication, the paper puts forward the relevant ideas of implementing integrated marketing communication, planning the integration of communication tools and process integration of the company to implement integrated marketing communication, and determines the goal and task of integrated marketing communication. Stage, work center, marketing strategy and communication tools integration strategy; Designed the company to implement integrated marketing communication evaluation and control system. Through the successful practice of integrating marketing communication theory in the company, it is shown that as long as the company really stands in the perspective of consumers and takes the interests of consumers as the core, it can strengthen the two-way interactive communication between consumers and relevant interest groups. Comprehensive and coordinated use of various forms of communication, with a unified goal and dissemination of image, the transmission of unified brand information, can certainly achieve the company's brand value of sustained growth and the company's sales volume continues to improve, Achieve a win-win situation for companies, consumers and related interest groups. The rise and development of the majority of small and medium-sized enterprises is of great significance for maintaining the long-term, stable, healthy and rapid development of our economy. However, due to historical reasons, small and medium-sized enterprises, In particular, the small and medium-sized enterprises in the western region lack the guidance of modern business management theory in the process of development. All these are the difficulties and contradictions that small and medium-sized enterprises in the western region have to face in the development stage and process of market economy. This paper is guided by the modern marketing management theory such as integrated marketing communication, and takes the theory as the purpose of practice, and analyzes the actual management situation of the enterprise. This paper discusses how to make the chain drugstore of Gansu Jiuquan Pharmaceutical Company, which is the representative of the small and medium-sized enterprises in the west of China, to effectively improve its management mode, coordinate its limited customer resources, and improve its customer satisfaction by using advanced management theory and ideas. Improve the level of management, enhance comprehensive quality. I hope this paper has some practical significance to guide the western small and medium-sized enterprises to improve the management level.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：F426.72
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前3條
1 樊勇;基于品牌塑造的整合營銷傳播策略研究[D];江西師范大學(xué);2010年
2 張瑞芹;洗染連鎖服務(wù)企業(yè)整合營銷策略研究[D];西南大學(xué);2012年
3 沈琳;消費(fèi)者懷舊對老字號品牌忠誠度影響的研究[D];南京師范大學(xué);2012年
本文編號：2360907
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