甘肃酒泉药业公司整合营销传播研究
发布时间：2018-11-27 13:13
【摘要】：20世纪90年代以来，整合营销传播作为一种全新的营销传播理论在西方学术界，广告界和企业界得到了快速的应用和发展，该理论在营销传播上以全新的4Cs理论取代了传统的4Ps理论，涉及到传播学，营销学，广告学和管理学的多个学科及领域，对企业的市场营销和经营管理等活动都产生了深远影响。本文即是在此背景下探讨研究了甘肃酒泉药业公司连锁药店如何利用整合营销传播的理论，不断的提升老字号品牌在公众心目中的形象，切实提高企业的经营管理水平和服务意识，以便在当前激烈的市场竞争中取得竞争的优势。 本文首先根据甘肃酒泉药业公司连锁药店当前所面临的政策环境，经济环境和人文环境等对公司业务的现状做了全面深入的分析，明确了甘肃酒泉药业公司连锁药店实施整合营销传播的意义；其次根据营销传播的整合模型，提出了公司实施整合营销传播的相关思路，规划了公司实施整合营销传播的传播工具整合和过程整合，确定了公司整合营销传播的目标、任务、阶段、工作中心、营销策略和传播工具的整合策略；设计了公司实施整合营销传播的测评和控制体系。通过整合营销传播理论在公司的成功实践表明，只要公司真正站在消费者的角度，以消费者的利益需求为核心，加强和消费者和相关利益群体之间的双向互动沟通，综合协调的使用各种形式的传播方式，以统一的目标和传播形象，传递统一的品牌信息，一定可以实现公司品牌价值的持续增长和公司销售额的不断提升，达到公司和消费者及相关利益群体的双赢的局面。 广大中小企业的崛起和发展对保持我国经济长期稳定健康快速的发展意义重大，但由于历史的原因，中小企业，尤其是西部中小企业在发展过程中缺乏较为现代化的企业经营管理理论的指导，所有这些都是西部中小企业在市场经济的发展阶段和过程中要去面对的困难和需要切实解决的矛盾。本文既是以整合营销传播等现代营销管理理论为指导，本着理论为实践所用为宗旨，，并结合企业具体的实际经营情况进行剖析，探讨研究了如何使作为西部中小企业代表的甘肃酒泉药业公司连锁药店利用先进的管理理论和思想有效的改善经营管理模式，协调其有限的客户资源，提高顾客满意度，提升管理水平，增强综合素质。希望本文对理论指导西部中小企业改善经营管理水平具有一定的实际借鉴意义。
[Abstract]:Since the 1990s, as a new theory of marketing communication, integrated marketing communication has been applied and developed rapidly in western academic, advertising and business circles. This theory replaces the traditional 4Ps theory with the new 4Cs theory in marketing communication, which involves many subjects and fields of communication, marketing, advertising and management. To the enterprise's marketing and management and other activities have a profound impact. Under this background, this paper probes into how to use the theory of integrated marketing and communication to improve the image of the old brand in the public mind of Gansu Jiuquan Pharmaceutical Company. In order to gain the competitive advantage in the fierce market competition, the management level and service consciousness of enterprises should be improved. First of all, according to the current policy environment, economic environment and humanistic environment of the chain drugstores in Jiuquan Pharmaceutical Company of Gansu Province, this paper makes a comprehensive and in-depth analysis of the current situation of the company's business. The significance of integrated marketing communication of chain drugstores in Jiuquan Pharmaceutical Company of Gansu Province is clarified. Secondly, according to the integration model of marketing communication, the paper puts forward the relevant ideas of implementing integrated marketing communication, planning the integration of communication tools and process integration of the company to implement integrated marketing communication, and determines the goal and task of integrated marketing communication. Stage, work center, marketing strategy and communication tools integration strategy; Designed the company to implement integrated marketing communication evaluation and control system. Through the successful practice of integrating marketing communication theory in the company, it is shown that as long as the company really stands in the perspective of consumers and takes the interests of consumers as the core, it can strengthen the two-way interactive communication between consumers and relevant interest groups. Comprehensive and coordinated use of various forms of communication, with a unified goal and dissemination of image, the transmission of unified brand information, can certainly achieve the company's brand value of sustained growth and the company's sales volume continues to improve, Achieve a win-win situation for companies, consumers and related interest groups. The rise and development of the majority of small and medium-sized enterprises is of great significance for maintaining the long-term, stable, healthy and rapid development of our economy. However, due to historical reasons, small and medium-sized enterprises, In particular, the small and medium-sized enterprises in the western region lack the guidance of modern business management theory in the process of development. All these are the difficulties and contradictions that small and medium-sized enterprises in the western region have to face in the development stage and process of market economy. This paper is guided by the modern marketing management theory such as integrated marketing communication, and takes the theory as the purpose of practice, and analyzes the actual management situation of the enterprise. This paper discusses how to make the chain drugstore of Gansu Jiuquan Pharmaceutical Company, which is the representative of the small and medium-sized enterprises in the west of China, to effectively improve its management mode, coordinate its limited customer resources, and improve its customer satisfaction by using advanced management theory and ideas. Improve the level of management, enhance comprehensive quality. I hope this paper has some practical significance to guide the western small and medium-sized enterprises to improve the management level.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.72
本文编号：2360907
[Abstract]:Since the 1990s, as a new theory of marketing communication, integrated marketing communication has been applied and developed rapidly in western academic, advertising and business circles. This theory replaces the traditional 4Ps theory with the new 4Cs theory in marketing communication, which involves many subjects and fields of communication, marketing, advertising and management. To the enterprise's marketing and management and other activities have a profound impact. Under this background, this paper probes into how to use the theory of integrated marketing and communication to improve the image of the old brand in the public mind of Gansu Jiuquan Pharmaceutical Company. In order to gain the competitive advantage in the fierce market competition, the management level and service consciousness of enterprises should be improved. First of all, according to the current policy environment, economic environment and humanistic environment of the chain drugstores in Jiuquan Pharmaceutical Company of Gansu Province, this paper makes a comprehensive and in-depth analysis of the current situation of the company's business. The significance of integrated marketing communication of chain drugstores in Jiuquan Pharmaceutical Company of Gansu Province is clarified. Secondly, according to the integration model of marketing communication, the paper puts forward the relevant ideas of implementing integrated marketing communication, planning the integration of communication tools and process integration of the company to implement integrated marketing communication, and determines the goal and task of integrated marketing communication. Stage, work center, marketing strategy and communication tools integration strategy; Designed the company to implement integrated marketing communication evaluation and control system. Through the successful practice of integrating marketing communication theory in the company, it is shown that as long as the company really stands in the perspective of consumers and takes the interests of consumers as the core, it can strengthen the two-way interactive communication between consumers and relevant interest groups. Comprehensive and coordinated use of various forms of communication, with a unified goal and dissemination of image, the transmission of unified brand information, can certainly achieve the company's brand value of sustained growth and the company's sales volume continues to improve, Achieve a win-win situation for companies, consumers and related interest groups. The rise and development of the majority of small and medium-sized enterprises is of great significance for maintaining the long-term, stable, healthy and rapid development of our economy. However, due to historical reasons, small and medium-sized enterprises, In particular, the small and medium-sized enterprises in the western region lack the guidance of modern business management theory in the process of development. All these are the difficulties and contradictions that small and medium-sized enterprises in the western region have to face in the development stage and process of market economy. This paper is guided by the modern marketing management theory such as integrated marketing communication, and takes the theory as the purpose of practice, and analyzes the actual management situation of the enterprise. This paper discusses how to make the chain drugstore of Gansu Jiuquan Pharmaceutical Company, which is the representative of the small and medium-sized enterprises in the west of China, to effectively improve its management mode, coordinate its limited customer resources, and improve its customer satisfaction by using advanced management theory and ideas. Improve the level of management, enhance comprehensive quality. I hope this paper has some practical significance to guide the western small and medium-sized enterprises to improve the management level.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.72
【引证文献】
相关硕士学位论文 前3条
1 樊勇;基于品牌塑造的整合营销传播策略研究[D];江西师范大学;2010年
2 张瑞芹;洗染连锁服务企业整合营销策略研究[D];西南大学;2012年
3 沈琳;消费者怀旧对老字号品牌忠诚度影响的研究[D];南京师范大学;2012年
本文编号：2360907
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