基于整合营销传播理念的企业组织结构再造研究

【作者】 龙飞；

【导师】 袁乐平；

【作者基本信息】 中南大学 ， 工商管理， 2005， 硕士

【摘要】 本文主要探求解决两个问题:(1)以舒尔茨(Done Schultz)的理论为指导,探讨对现有方案进行整合改进,构建新的方案;(2)对新的方案进行推广应用。 整合营销传播(简称IMC—Integrated Marketing Communications)是美国唐·舒尔茨(Done Schultz)教授于二十世纪九十年代提出,并被实践证明为行之有效的一种营销理论。整合营销传播理论于1997年传入我国,很快便得到众多厂商的响应,成为营销管理的新亮点。 但我国大多数企业在推进整合营销传播过程中却遇到了很多的问题,导致营销传播效果不理想。对于企业推进整合营销传播过程中的问题,国内外的学者已经做过许多研究,但大都将传播媒介和手段作为研究对象,而忽视了组织结构对整合营销传播的阻碍作用。企业的营销规划模式决定了组织结构的特点,因此由于整合营销传播理念下的营销规划模式与传统营销规划模式存在矛盾,导致与它们相对应的组织结构的特点也不同。为求企业组织结构能适应整合营销传播的要求,需要对现有的传统组织结构进行适合整合营销传播规划模式的再造。 本文将就这一问题进行较深入的研究,分析我国企业推进整合营销传播过程中,企业常常忽略的企业内部组织结构与整合营销传播方面的矛盾问题。本文首先研究推进整合营销传播的企业所表现的问题,来提出全文的引子。通过比较传统营销与整合营销传播两种营销规划模式的差异,以及两种营销模式对组织结构的要求的差异,来确定企业组织结构再造的对象和再造的目标。其中,传统营销规划模式与整合营销传播营销规划模式的矛盾是核心矛盾,以此为中心并按整更多还原

【Abstract】 The thesis is mainly search for two issues: ( 1 ) According to the three schemes of professor Done Schultz, A new scheme was got by integrating and constructing. ( 2 ) Applying the new scheme to thesis for resulting problems.The theory of Integrated Marketing Communications is raised by professor Done Schultz in 1990s, and proved is a theory of effective. The theory of IMC was transformed to china in 1997 and adopted it by a lot of company. But a lot of company of adopting IMC run into some serve difficult when they apply the theory, and the effect of applying IMC is ineffective. With regard to this problem, few of research about it had been done, and many scholars are focused on the media or method of communications. So the effect of structure of company hampering the IMC is often ignored. The character of company structure was determined by marketing plan mode. But because there are some contradiction between the marketing plan of IMC with the traditional marketing plan, so these lead to contradiction of respective company structure. Company must rebuild it for adapting traditional company structure to the IMC. Regarding to the effect of structure of company, it will be studied by overall in my composition, and by analysis the main reason of problem. Firstly the problems are studied when company prompt the Integrated Marketing Communications, and educe the thesis’s introduction. By comparing the traditional marketing’s plan with IMC’s plan and comparing the traditional structure with the structure requiredby IMC, we confirm presently state and goal of company structure rebuilding. The conflict between traditional marketing’s plan and IMC’s plan is the core problem, which must be focused when we raise the resolution plan of problems according to the requirement of IMC.更多还原