【作者】 谷帆；

【导师】 汤发良；

【作者基本信息】 广东工业大学 ， 企业管理， 2006， 硕士

【摘要】 90年代提出了整合营销概念,后被国内外很多企业成功运用。通过对这一理论的研究和实证分析,学术界和企业界阐明了整合营销对企业生存、发展以及培养、实现和保持竞争优势所起的至关重要的作用。本论文将运用有关理论,研究朝阳电气有限公司通过运用整合营销策略,达到适应经营环境的变化,创建持续性竞争优势,促进企业持续稳定发展的目的。 文章的主体内容主要分四大部分。第一部分阐述了整合营销的理论发展,论述了整合营销的基本概念和特征,对主要的整合营销理论进行归纳分析,指出整合营销在目前成为企业管理以及营销管理理论发展的一个重要方向。 第二部分首先介绍朝阳电气有限公司的基本情况如企业资质和朝阳公司营销的新特征,以及介绍分析朝阳公司的竞争五力模型的构成要素,接着对朝阳公司进行SWOT分析。经过分析,得出朝阳公司进行整合营销的必要性,以及朝阳公司的条件适合采取整合营销策略的结论。 第三部分是依据前面的理论阐述和实证分析结果,把朝阳公司的整合营销界定为四个层次的整合模式,即朝阳公司的整合营销过程包括:(1)战略层面的整合,综合运用差异化战略、一体化战略,明确企业的发展方向和企业使命,将其核心界定为由产品竞争力、品牌影响力、研究开发能力、创新能力,并制定由市场目标、创新目标、盈利目标和社会目标组成的战略目标,决定朝阳公司整合营销的发展方向;(2)营销4P的整合,主要是产品策略的整合和促销策略的整合;(3)组织结构与组织职能的整合,进行组织结构变革,提高企业领导人的整合营销意识,维护和发展朝阳公司的行业优势;(4)资源层面的整合,包括人力资源、客户资源、服务资源、传播资源的整合。 第四部分在适合朝阳电气公司的整合营销模式的基础上,进一步形成适合我国电气工业企业整合营销的思路,同时指出电气工业企业因情况有异实施整合营销可能存在的局限。更多还原

【Abstract】 Since the 90’s of the 20th century, someone has introduced and studied the theory of integrated marketing , and many abroad and domestic enterprises implement this theory successfully. By studying this theory and practically analyzing, the academic and enterprises illuminate the very important role of integrated marketing to enterprise survival, development, as well as to raise, realize and maintain competitive advantage.The paper will utilize the related theory to study Zhaoyang electric company ltd. implementing integrated marketing strategy, in order to achieve the continuous and stable development by adapting to the change of management environment and building endurance competitive advantage.The paper includes four parts.The first part elaborates the development of integrated marketing theory, and introduces integrated marketing basic concept and characteristic, then carries on the induction and analysis of some main researches of integrated marketing theory, pointing out that integrated marketing has been an important research direction of business management as well as marketing management theory developing at present.The second part firstly introduces the basic situation of Zhaoyang electric company such as enterprise intelligence and the marketing new characteristic, then analyses the competition five forces model of Zhaoyang company, carries on the SWOT analysis.Through the above analysis and discussion, getting the conclusions that Zhaoyang company has the necessity to carry on integrated marketing and the condition of Zhaoyang company suits to adopt integrated marketing strategy.The third part, according to the above theory elaboration and the practical analysis, limits integrated marketing of Zhaoyang company as an integrated pattern four levels, that is integrated marketing processing of Zhaoyang company, which includes: (1) Strategy integration, utilizing generally differential strategy and incorporated strategy, clearing the development direction and the enterprise mission, limiting the core of by product competitive ability, brand influence, R&D ability, innovation ability, and formulating the strategic target composed of market goal, innovation goal, profit goal and the social goal, deciding the development destination of integrated marketing in Zhaoyang company;( 2 ) Marketing 4P integration.That mainly is the product strategy integration, as well as promotion strategy integration and improvement;(3)Organizational structure and function integration, carrying on organizational structure transforms, Raising the enterprise leader’s integrated marketing consciousness , maintaining and developing the industry superiority of Zhaoyang company;(4) Resources integration. That includes integrating human resources, customer resources, services resource, and so on.The fourth part based on integrated marketing pattern in Zhaoyangelectric company, further forms the integrated marketing thread suitable to our country electric industrial enterprise. Simultaneously pointing out the possibly limitation due to the different situation of electric enterprises which implement integrated marketing.更多还原