基于客户关系的整合营销传播策略研究

【作者】 魏东；

【导师】 吴萍；

【作者基本信息】 南京理工大学 ， 管理科学与工程， 2004， 硕士

【摘要】 随着经济的不断发展、市场环境的不断变化，营销管理方面的理论和实践都在发生巨大变化。整合营销传播(IMC)理论正是在这种营销管理理念不断更新的过程中逐渐形成和发展起来的。整合营销传播的理念是上世纪九十年代产生的一种营销管理思想，它以顾客关系为根本出发点，强调“以利害关系者为中心”，通过营销传播战略意义上的整合，实现对客户的全方位营销管理。本论文从顾客关系的视角探讨了整合营销传播策略在顾客关系开发和维持阶段中所扮演的角色。从关系的本质出发，分析了消费者的行为和营销传播对消费者行为的影响，重点关注于关系开发和维持阶段整合营销传播策略的引入，设计了不同阶段的IMC实施方法，并就实施效果和评价体系进行一些针对性的研究。最后，结合自己的实际工作，介绍了一个IMC策略应用的具体案例。更多还原

【Abstract】 With the development of economy and the changeable market environment, the theory and practice of marketing management change quickly. During the continuous renewing of marketing management theories, integrated marketing communications as a new concept or theory system has been put forward and developed rapidly. It begins with customer relationship and focuses on the stakeholders. With the strategic integration of marketing communications, integrated marketing communications can achieve the goals of customer-oriented marketing management.This thesis studies on the integrated marketing communications tactics during the stage of relationship development and relationship maintenance from relationship perspective. This thesis begins with studying the nature of relationship, and analyzes the customer behaviors and the effects that marketing communication affects the customer behaviors. It focus on using of the integrated marketing communication tactics on the stage of relationship development or relationship maintenance with emphasis, and designs the IMC tactics during different stages, and also studies the implement effects and the evaluation system of integrated marketing communications. Lastly, combined with my practice, a case about an application of IMC tactic is introduced.更多还原