AS公司整合营销传播问题与对策

发布时间：2019-02-15 18:12

【摘要】：商品经济的发展使市场竞争加剧,企业生产过剩、产品趋于同质化、消费者市场形成,企业要想长远发展必须以消费者为中心构建品牌资产。媒介渠道的发展及信息量的丰富弱化了企业信息传达的效果,消费者对品牌的认知来源于所接触到的信息的相互作用。最新整合营销传播理论强调以消费者为中心构建客户关系,注重利益关系人建设,通过整合企业内外部各种可用资源、整合各种营销传播媒介及工具加强对营销传播各接触点管理,使各消费者接触点传达清晰一致的品牌形象,通过协同效应将整合营销传播效果最大化。要求以数据库营销为基础加强客户关系管理,实现公司财务目标。本文以AS公司为研究对象,采用结构式访谈及文献综述相结合的方法展开研究,并将其营销传播问题归纳为四大类：营销传播缺乏整体性规划、未能实现资源的高效整合,整合营销传播体系不完善、不能有效支撑客户关系,营销传播手段及工具没有发挥协同作用,营销传播未有针对性开展接触点管理。文章提出通过组建IMC部门、建立客户关系管理体系、组合营销传播工具及媒介来实现整合营销传播效果。AS公司营销传播问题在广大中小企业中有一定的代表性,本文通过对其整合营销传播对策的研究,为广大中小企业制定营销传播对策提供参考依据。
[Abstract]:The development of commodity economy intensifies the market competition, the enterprise overproduction, the product tends to homogenize, the consumer market forms, the enterprise wants the long-term development must take the consumer as the center to construct the brand capital. The development of media channel and the abundance of information weaken the effect of enterprise information transmission, and consumers' cognition of brand comes from the interaction of the information they come into contact with. The latest integrated marketing communication theory emphasizes the construction of customer relationship centered on consumers, the construction of stakeholders, and the integration of all kinds of available resources inside and outside the enterprise. Integrating all kinds of marketing communication media and tools to strengthen the management of each contact point of marketing communication, so that each consumer contact point can convey a clear and consistent brand image, and maximize the effect of integrated marketing communication through the synergistic effect. Database marketing is required to strengthen customer relationship management to achieve the financial objectives of the company. In this paper, AS Company is taken as the research object, the research is carried out by using the method of structured interview and literature review, and the problems of marketing communication are classified into four categories: the lack of overall planning of marketing communication, the failure to realize the efficient integration of resources, The integrated marketing communication system is not perfect, can not effectively support customer relations, marketing communication means and tools do not play a synergistic role, marketing communication has not targeted contact point management. This paper proposes that the integrated marketing communication effect can be realized through the establishment of IMC department, the establishment of customer relationship management system, the combination of marketing communication tools and media. The problem of marketing communication of AS company is representative among the majority of small and medium-sized enterprises. Through the research of the integrated marketing communication countermeasure, this paper provides the reference for the small and medium-sized enterprises to formulate the marketing communication countermeasure.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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