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一、整合营销传播的内涵商场如战场,致胜的目的同样是攻城掠地,只不过用的武器是品牌,所追求的是销售利润和市场占有率。如何使自己的品牌迅速地建立起知名度,成为风行一时的产品,继而荣登名牌的宝座,是商家所孜孜以求的。“酒香不怕巷子深”的时代已经不复存在了。我们面对的是一个信息爆炸的时代,消费者所有的信息几乎都来自大众传播媒介。而大众传播媒介本身也在飞速发展,电视、报纸、杂志、广播越办频道越多,版面越多。“二报一刊”垄断传媒的时代已一去不返了。用什么样的方法,才能有效快捷地直入人心,树立鲜明一致地
First, the content of integrated marketing communications Shopping malls such as the battlefield, the purpose of winning the same siege, but the use of weapons is the brand, the pursuit of sales profit and market share. How to make their own brand quickly establish a reputation, become a popular product, then Rong Rong brand name throne, is the business diligently pursued. “Wine is not afraid of alley deep” era has ceased to exist. We are faced with an era of information explosion, almost all of the consumer information from the mass media. The mass media itself is also rapidly developing, television, newspapers, magazines, radio more and more channels, more pages. “Second Newspaper ” The era of monopoly media has come to an end. What kind of method, in order to quickly and straightforward into people’s hearts, establish a clear and consistent