【作者】 陈松波；

【导师】 余伟萍；

【作者基本信息】 四川大学 ， 工商管理， 2005， 硕士

【摘要】 整合营销传播(integrated marketing communications, IMC)是20世纪90年代出现于美国的营销新思想,唐·舒尔茨教授(Don E Schultz)被认为是“整合营销传播之父”。 与传统的传播观念相比,IMC具有“聚焦受众”、双向沟通、关系营销、多种传播手段、整合性、协同性、一致性和战略性的特点。在信息技术高度发达,企业在产品设计、生产、质量、价格等方面的差异优势逐渐丧失的今天和未来,舒尔茨教授和跨国企业的CEO们认为:只有物流和传播才是企业行之有效的竞争利器。 现在,IMC已经逐渐被一些国内外企业所接受,被应用于营销实际中。但是,目前对IMC在企业中应用的研究大部分都集中在大型企业上,尤其是集中在跨国公司,以及家电、PC等制造业和电信、航空等服务业中的大型企业上。实际上,在医药、食品、日化等消费品行业的中小型企业的市场推广过程中,也有不少自发性或者自觉性地应用IMC的例子。但是,对这些中小型企业应用IMC的研究目前非常地缺乏。 本文通过对笔者曾就任策划人员的成都AP公司,在SG胶囊导入期和成熟期的市场推广中应用IMC的环境分析、战略分析、IMC实施阐述、IMC实施分析以及效果评价等研究,得到了中小型消费品企业能够应用整合营销传播——有实施的条件,并取得良好效果的结论。 另外,通过本文的研究,围绕销售促进(Sales Promotion)为中心,整合了广告、公共关系、人员推销等手段的整合营销传播模式,经SG胶囊导入期和成更多还原

【Abstract】 Integrated Marketing Communications （IMC） is a kind of new marketing ideas advanced by Professor Don E Schultz in 90’s of 20^th century in America.Compared with the old ideas of communications, IMC have the characters below, focusing on the audiences, communicating both-way, relationship marketing, multi-mediums, integrated, cooperated, consisted and strategic. Today and in the future when the information technology develops highly and the superiority on the differences of product design, production, quality and prices between different companies is losing, Professor Schultz and many CEOs of transnational corporations believe that only the current of materials and communications will be the weapons for competitions.In spite that IMC is accepted by many corporations in China and other countries and is used in their marketing gradually today, most studies on IMC concentrate on large enterprises, especially on transnational corporations or large enterprises in trades of household appliance, PC, telecommunication and aviation. In fact, there are many cases of IMC applications spontaneously or conscientiously in the marketing process of small/medium-sized enterprises in trade of consumer goods such as Pharmaceuticals, foods, household and personal care chemicals. But there are few studies about it now.Through the analyses on the, environment and strategy of the periods of inducting and maturing of SG capsule, and the studies on the applications and the effects of IMC in the marketing process of SG capsule, this article draw the conclusions that IMC can be used in small/medium-sized enterprises in trade of consumer goods, and we can expect these applications achieve excellent effects.Furthermore, through the study of this article, we get a kind of IMC mode that we believe it can bring small/medium-sized enterprises in trade of consumer goods some experiences and basic thoughts to help them use means and tools of IMC to save resources of the enterprises and achieve maximuin communicating effects in their marketing. In this IMC mode enterprises integrate many IMC means such as advertising, sales promotion, public relationship, people sales and surround the core of sales promotion. So, this article answers the question that small/medium-sized enterprises how to put IMC in practice preliminarily.更多还原