| 媒介的整合营销传播分析研究 |
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| 引用本文： | 张楠,罗忆.媒介的整合营销传播分析研究[J].新疆职业大学学报,2009,17(1):30-33. |
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| 作者姓名： | 张楠 罗忆 |
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| 作者单位： | 1. 新疆大学,新闻与传播学院,新疆,乌鲁木齐,830046
2. 新疆职业大学,党委办公室,新疆,乌鲁木齐,830013 |
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| 基金项目： | 新疆维吾尔自治区高校科研计划重点项目 |
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| 摘 要： | 媒体进入产业化和市场化形态之后，要创造更为持久的竞争优势，就必须借助整合营销传播来实现，整合营销传播成为媒介发展的必然趋势。本文通过对整合营销传播的概念内涵、特点、作用效果进行论述，进一步探讨了媒介整合营销传播的概念、特点、并尝试性的提出了媒介整合营销传播的基本思路，即横向的整合——品牌战略，组织架构整合战略。多种形式的广告策略，媒体文化与媒体影响力策略；纵向的整合——价值链管理。
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| 关 键 词： | 整合营销传播 媒介 整合 |
The Analysis of Media Integrated Marketing Communications |
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| ZHANG Nan,LUO Yi.The Analysis of Media Integrated Marketing Communications[J].Journal of Xinjiang Vocational University,2009,17(1):30-33. |
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| Authors: | ZHANG Nan LUO Yi |
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| Institution: | 1. Xinjiang University, Urumqi, Xinjiang 830046, China; 2.Xinjiang Vocational University, Urumqi, Xinjiang 830013, China) |
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| Abstract: | With the in-depth study of theory and practice of reform and the development of the media industry attributes have been gradually increasing number of theoretical and practical circles acknowledge and accept. Into the patterns of industrialization and marketization of the media, to create a more durable competitive advantage, it must help to achieve integrated marketing communications and integrated marketing communications medium has become an inevitable trend. Based on the concept of integrated marketing communications content, features, the effect on the role that the media to further explore the concept of Integrated Marketing Communication, features, and try to put forward a medium of Integrated Marketing Communication＇s basic line of thought, that is horizontal integration - the brand strategy, organizational structure and integration strategies, various forms of advertising strategies, media culture and media influence strategy; vertical integration - the value-chain management. |
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| Keywords: | integrated marketing communications media |
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