整合营销传播主张以消费者为主导 ,强调企业营销必需与消费者达到有效沟通方可赢得市场。因此 ,在营销传播的指导思想下 ,营销创新将表现为注重沟通的诸多非物质行态创新的形式 ,此类创新可以充分满足消费者感性消费的需求。 Propaganda of integrated marketing and communication is dominated by consumers, which emphasizes that enterprise marketing must communicate effectively with consumers to win the market. Therefore, under the guiding ideology of marketing communication, marketing innovation will be manifested in many forms of non-material innovation focused on communication, and such innovations can fully meet the needs of consumers’ perceptual consumption.