整合营销传播是协调企业内外部资源和多元化传播渠道向消费者传递一致信息的营销策略。本文通过分析当代全球营销战略的新发展、新变化,着重探讨了整合营销传播的含义、特征、主要步骤以及我国企业开展整合营销的对策与措施。 Integrated marketing communication is to coordinate the internal and external resources and diversified communication channels to consumers to deliver consistent marketing information strategy. By analyzing the new development and new changes of contemporary global marketing strategy, this paper focuses on the meaning, characteristics, major steps and methods of integrated marketing communication in Chinese enterprises.