摘要 ·························· Ⅰ ABSTRACT ························ Ⅲ 第1章 绪论 ························ 1 1.1 研究背景 ······················ 1 1.2 研究意义 ······················ 2 1.3 国内外研究现状 ··················· 3 1.4 研究内容与研究方法 ················· 6 第2章 整合营销传播相关概念及理论基础 ··········· 9 2.1 整合营销 ······················ 9 2.2 整合营销传播 ··················· 10 2.3 整合营销传播相关理论 ··············· 12 第3章 三元牛奶整合营销传播环境分析 ··········· 15 3.1 三元食品有限公司基本情况 ············· 15 3.2 牛奶行业发展环境 ················· 20 3.3 三元牛奶内部环境 ················· 26 第4章 三元牛奶整合营销传播策略设计 ··········· 31 4.1 三元牛奶传播途径调查 ··············· 31 4.2 传播途径调查结果分析 ··············· 32 4.3 三元牛奶品牌传播战略定位 ············· 37 4.4 三元牛奶整合营销“传播媒介”策略设计 ······· 40 4.5 三元牛奶整合营销传播“广告创意”策略设计 ····· 50 4.6 三元牛奶整合营销传播“公关”策略设计 ······· 53 第5章 三元牛奶整合营销传播实施及效果预测 ········ 57 5.1 三元牛奶整合营销传播策略实施方案 ········· 57 5.2 三元牛奶整合营销传播策略实施预算 ········· 62 5.3 三元牛奶整合营销传播策略实施效果预测 ······· 64 第6章 结语 ······················· 65 6.1 研究结论 ····················· 65 6.2 研究展望 ····················· 66