整合营销在中国市场的实现途径探讨——从营销终点到营销起点

发布时间：2018-07-08 16:01

本文选题：终点 + 起点　；参考：《商业经济研究》2015年09期

【摘要】：社会的进步和发展,产品的生产由供不应求到供大于需,企业的营销方式随着发生变化。再者随着现代媒体和互联网的飞速发展,新的网络时代和媒体时代随之到来,人们的生活习惯和方式受到了极大的影响,这也极大刺激了营销传播环境发生改变。整合营销方式首先在西方国家应运而生,形成了整合营销传播理论。中国企业和市场逐渐接触并引进了整合营销传播理论,多年以来整合营销传播逐渐成为中国企业和产品进行营销的主要方式,但成功案例着实少见,可见其中存在着大量问题,而如何让整合营销完整有效地在中国市场上实现仍旧是一个关键问题。本文从营销方式的转变—从营销终点到营销起点出发,讨论整合营销在中国市场的出现和发展,借此探求整合营销在中国市场的有效实现途径。
[Abstract]:With the progress and development of the society, the production of products from supply to demand exceeds demand, and the marketing mode of enterprises changes with it. Furthermore, with the rapid development of modern media and the Internet, the new era of network and media has come, people's habits and ways of life have been greatly affected, which has greatly stimulated the change of marketing communication environment. The mode of integrated marketing emerged as the times require in western countries, forming the theory of integrated marketing communication. Chinese enterprises and markets have gradually contacted and introduced the theory of integrated marketing communication. Over the years, integrated marketing communication has gradually become the main way for Chinese enterprises and products to carry out marketing. However, successful cases are rare, so there are a lot of problems in them. How to make integrated marketing complete and effective in the Chinese market is still a key issue. This paper discusses the emergence and development of integrated marketing in Chinese market from the end of marketing to the starting point of marketing, so as to explore the effective way of realizing integrated marketing in Chinese market.
【作者单位】：河南教育学院;
【分类号】：F274

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