市场竞争的激烈化、企业营销方式变化、媒体环境变化、消费者变化、通
路环境变化、科学技术的向前发展，企业的营销传播活动也要进行相应的变革，
适应变化的需要，企业必须发展集中化或合并化的传播，“整合营销传播”成为
企业营销传播的发展方向。
企业需要深入消费者和潜在消费者，了解他们购买的动因，根据消费者的
需要，创立一个清晰和一致的传播策略，让所有的传播活动围绕传播策略展开，
综合运用各种传播手段，传达一致的声音，如同“不同的乐器，必要时在一起合
奏，并且演奏出悦耳宜人的和谐之音”，和消费者进行双向的沟通，建立一个清
晰而长久的关系。只有这样，才能使企业所建立的品牌，在市场屹立不摇。
本文将首先分析传播和认知过程，从传播和认知角度探讨整合传播的必要
和方向。然后探讨在新的时期，对传播手段——广告、销售促进、直接营销、公
共关系、人员推销的认识和使用，分析这些传播手段的优点和缺点，以及它们最
新发展的动态和方向。进而探讨传播沟通的各要素——传播对象、传播信息、传
播工具、传播互动的整合。最后通过研究传播实施的过程，探讨在清晰一致的传
播策略指导下，传播活动的全面整合，使整合传播的观念能够落于实际操作之中。
实例研究中，以康师傅冰红茶的营销传播方案为例，进行分析与讨论，探
讨营销传播的整合和实施，验证整合营销传播的现实意义。
关键词： 营销传播，整合，传播战略和战术
ABSTRACT
Following the development of the global economy will lead to some goods
being supplied more than they are needed. A product should be faced with competing
with other brands&39; products. If a company wants to succeed in this competition,
modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with the
general public, and let more people know about their own brands and products. For
most companies it is very important to communicate effectively with the general
public.
Marketing competitions are becoming more competitive: the retail forms are
changing, media environments are changing, consumers are changing, distribution
channel environments are changing, science technologies are developing; so company
communication also should make some changes. Marketers should develop integrated
communication. “Integrated marketing communication” is a way of enterprises&39;
communication developing.
Marketing people need to completely understand customers and potential
customers and know the cause of their purchasing. Marketers should create a clear
and consistent communication strategy based on those needs, then all communication
activities should take place around this strategy. They should know how to use major
communication tools, and let them deliver a consistent impression, “just like different
musical tools, they are played together, and perform a accordant and beautiful tone.”
The company should also make an intercommunication with consumers, and develop
a clear and permanent relationship with them. Only having done this, a company
might set up a fine and long-term brand image.
This paper analyses the communication and recognition process first, and
studies the necessary of Integrated Marketing Communication from the view of
communication and recognition. Then it studies how to recognize and use the major
communication tools-general advertising, sales promotion, direct response, public
relation, and personal sales. Each tool has its own strength and weakness, and they
change their ways quickly. Next, it studies the respective integration of fundamental
elements -communicational targets, communicational messages, communicational
tools and intercommunication. Last, it researches the communication implementation
process, how to plan a communication campaign and make all communication
activities integrated, following with clarity and consistency communication strategy.
So we not only recognize the thought of “Integrated marketing communication”, but
also can actualize it.
The research analyses an integrated marketing communication case of
Mr.Kang&39;s red ice tea. It brings forward communication projects, and tries to discuss
actual applications and analyzes their excellence and shortcomings, and validates their
significance in practice.
Key words: M a r k e t i n g ， C o m m u n i c a t i o n ， I n t e g r a t e ，
Communication Strategy And Ta c t i cs
第一章 导论
1.1 产品促销的发展
现代营销要求一个企业不仅具有良好的产品、适宜的价格、完善的通路，
同时也需要有力的产品促销（promotion）,促进产品销售。促销是营销组合
的一个重要角色，是产品在激烈的市场竞争中取胜的一关键因素。
促销指利用各种沟通方式，针对一个组织或个人的物品、服务、形象、
观念、社区义务或社会的影响等，对人们进行通告、说服和提示。促销所利
用的沟通方式主要有广告、销售促进、公共宣传、人员推销等方式。
在营销计划中，促销扮演着重要传播和沟通角色。企业将产品或服务的
讯息，经过精心的设计，通过促销的形式，传递给广大消费者，希望获得消
费者注意，促进产品销售。它可以帮助企业及产品建立良好形象，可以在新
品上市时介绍产品的特点，可以保持产品的受欢迎程度。
中国企业曾经经历了“好酒不怕巷子深”阶段，随着改革开放，经济的
繁荣和发展，市场竞争日益激烈，促销的作用已越来越被企业所了解。现在，
无论是跨国公司，还是本土企业，无论是大的集团，还是小的零售店铺，都
已认识促销的重要性，都越来越依靠广告等形式传播讯息，依赖销售促进推
广其产品和服务。2002 年我国广告投入为903 亿元，销售促进投入也大幅增
长，广告和销售促进的巨额投入反映了企业对于促销的重视。大多数消费者
已经习惯依据广告和销售促进活动的讯息来进行购买决策。
在国内，现阶段企业的促销活动主要采取广告、销售促进和人员推销形
式。大多数企业以广告宣传为主，销售促进活动为辅。广告多采用传统的电
视、杂志、报纸等大众媒体，销售促进多采用打折、赠品等相对单一的形式。
广告和销售促进活动只是简单的结合，各有各的主题。公共关系只被用来管
理组织形象和相关公众事物，并未成为营销传播过程的一个手段。
就企业管理人员而言，虽已认识促销的重要性，但常常对于能起到促销
作用的沟通方式缺乏深入的研究，缺乏各种沟通方式统一运用的规划，前期
促销与后期促销缺乏连贯性；对广告公司而言，主要重视广告创意、媒体购
买，缺乏市场意识，缺乏专业的人员研究如何发展和运用新的促销形式，对
于客户除广告以外的促销要求，常常是临时组成团队。
然而随着经济的发展，市场竞争日益激烈，媒体环境发生了变化，营销
方式发生了变化，消费者的生活方式发生了变化，整个领域都在发生巨大的
变化。原有的仅以广告和销售促进作为沟通的观念已不能适应竞争的需要。
许多营销者发现：以前新产品广告只要在电视中播出，就能立即引起轰
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