商品经济的发展使市场竞争加剧,企业生产过剩、产品趋于同质化、消费者市场形成,

企业要想长远发展必须以消费者为中心构建品牌资产。媒介渠道的发展及信息量的丰富弱

化了企业信息传达的效果,消费者对品牌的认知来源于所接触到的信息的相互作用。最新

整合营销传播理论强调以消费者为中心构建客户关系,注重利益关系人建设,通过整合企

业内外部各种可用资源、整合各种营销传播媒介及工具加强对营销传播各接触点管理,使

各消费者接触点传达清晰一致的品牌形象,通过协同效应将整合营销传播效果最大化。要

求以数据库营销为基础加强客户关系管理,实现公司财务目标。

本文以AS公司为研究对象,采用结构式访谈及文献综述相结合的方法展幵研究,并

将其营销传播问题归纳为四大类:营销传播缺乏整体性规划、未能实现资源的高效整合,

整合营销传播体系不完善、不能有效支撑客户关系,营销传播手段及工具没有发挥协同作

用,营销传播未有针对性开展接触点管理。文章提出通过组建IMC部门、建立客户关系管

理体系、组合营销传播工具及媒介来实现整合营销传播效果。AS公司营销传播问题在广大

中小企业中有一定的代表性,本文通过对其整合营销传播对策的研究,为广大中小企业制

定营销传播对策提供参考依据。

关键词:整合营销传播;品牌;协同效应;客户关系

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华东理工大学硕士学位论文

Integrated Marketing Communication Problem and Countermeasures of AS

Corp.

Abstract

The development of commodity economy makes fierce competition on market, relative

production surplus, similar quality makes consumer market. If one want to make long-term

development, he must build brand equity based on consumer centralization. The riched medias

and massive information weakened the info, effect which Corp. transferred. Consumers brand

cognition come from the interaction of informations exposed to.The new integrated marketing

communication (IMC) theory emphasize to build customer relationship based on consumer

centralization, it pay attention to the interest of stakeholders both inside and outside the Corp.,

through the integration of all available resources,different marketing media and tools to

strengthen the management of marketing contacts points,so that each contact convey clear and

consistent brand image, to maximize the marketing effect via synergy effect of these resources

and tools. Meanwhile, IMC requires using data marketing to strengthen customer relationship

management and achive financial goals.

This article focus on AS Corp., using structured interview and literature review methods to

st紅t the research. As Corp,s problem falls into four categories: lack of integration of overall

planning-fail to effectively integrate resources, marketing system couldn't effectively support

customer relationship, maketing media and tools didn't play a synergy effect,marketing

communication failed on contact points management.Through systematically analysis and study

of marketing theories,it points out AS Corp.'s IMC strategy: Build IMC department, Build CRM

system, targeted to combine marketing tools and medias. The problem of AS Corp. is the

representative of small and medium-sized enterprises, through the study of integrated marketing

communication strategies, the article provides reference for the vast number of small and

medium-sized enterprises to develop its marketing communication strategy.

Keywords: Integrated marketing communication; Brand; Synergy effect; Customer relationship