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发布时间：2022-04-23 22:45
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热心网友
时间：2023-10-12 15:28
回顾过去数十年营销理论的发展历程，我们可以发现营销观念经历了消费品营销（50年代）→产业营销（60年代）→非营利及社会营销（70年代）→服务及关系营销（80年代）→整合营销（90年代）的演变。Review the past decades development course, marketing of theory, we can find marketing idea went through the marketing of the consumer goods (the fifties) Instry's marketing ( The sixties) Non-commercial and social marketing ( The seventies) The service and relation marketing ( The eighties) Combine marketing ( The 1990s) Development.
随着社会的进步，科技的发展，尤其信息技术的发展，企业的经营环境发生了很大变化。With the progress of the society, the development of science and technology is especially the development of the information technology, very great change has taken place in the management environments of enterprises. 企业再单纯追求利润的最大化已经不符合市场要求了，要想持续发展，必须建立并长期维持与各利害关系着之间的良好关系。It doesn't accord with the market demand that enterprises pursue the maximization of the profit simply again, if you want to develop continuously, must establish and keep it with the good relation between every stake for a long time.
因而，以提高利害关系着对企业的认识度和信任感为目的的企业传播活动成为企业必须的经营活动。Therefore, enterprises taking improving the degree of understanding of enterprise of stake and trust sense as purpose propagate the activity and become enterprise's necessary business activities. 企业面向内、外部开展的所有形态的传播的整体化——整合营销传播（IMC），越来越多的得到当今企业的青睐。The spread of all shapes launched inside or outside facing in enterprises one is whole - -Combine marketing and spread ( IMC) ,More and more one is favored by nowadays enterprises.
作为一种新型营销理念，整合营销传播是一个对现有顾客和潜在顾客发展和实施各种形式的说服性沟通计划的长期过程。As a kind of new-type marketing idea, combine marketing propagate it is one that develop and implement of different forms persuasion not to link up the long-term course planned to existing customer and potential customer. 以整合企业内部和外部资源为手段, 以消费者为中心, 重组企业行为和市场行为, 并通过综合协调地使用各种形式的传播方式, 以实现企业最大目标和顾客最大价值。And outside resources regard consumer as the centre as the means while combining enterprises, recombinate enterprise's behavior and market behavior, and use the circulation ways of different forms through comprehensive coordination, in order to realize enterprise's biggest goal and customer's greatest value. 它带来了企业营销方式的变革，将成为新世纪全球企业竞争和经营不可缺少的工具。It has brought the change of enterprise's marketing way, will become the global enterprise's competition in the new century and deal in the indispensable tool. 整合营销传播在西方广告界、媒体界、企业界获得了快速的发展和应用。Have combined marketing and propagated and got fast development and application on the advertising circle, media circle, business circles of the west. 目前,它已经成为一种营销界普遍认可的新理论及有效的方法。At present, it has already become new theories generally approved of a kind of marketing circle and effective method.
文章首先深入分析了整合营销传播的内涵,并重点对整合营销传播的结构特点框架和层次进行了剖析,最后通过对整合营销传播操作原则的深入分析,进一步阐述了整合营销传播的基础观念和思维。The article analyses in depth and combines the intension that marketing spreads at first, and has analyzed to combining the structure characteristic frame and level propagated in marketing especially, through propagating the in-depth analysis which operates the principle to the marketing of combining finally, explained further that combines basic idea and thinking that marketing spreads.
[关键词] 营销传播；4Cs理论；IMC观念；IMC理论框架；整合 [The keyword ] marketing spreads; 4Cs theory; IMC idea; IMC theory frame; Combine
热心网友
时间：2023-10-12 15:29
The review dozens of years marketing theory development course, wewere allowed to discover in the past the marketing idea hasexperienced the consumable marketing (the 50's) -> the instrialmarketing (the 60's) -> must sought to make a profit and the socialmarketing (the 70's) -> the service and the relational marketing (the80's) -> the conformity marketing (the 90's) the evolution. Along with society's progress, the technical development, especiallythe information technology development, enterprise's managementenvironment has had very sweeping change. The enterprise pure pursueprofit maximization already did not conform to the market to requestagain, had to want to continue to develop, had to establish and thelong-term maintenance and each formidable relational between goodrelations. Thus, enhances the formidable relations to enterprise's understandingdegree and the trust feeling disseminate for the goal enterprise movesinto the enterprise to have management. The enterprise face in,exterior development all shapes dissemination whole - conformitymarketing dissemination (IMC), more and more many obtains nowenterprise's favour. As one kind of new marketing idea, the conformity marketingdissemination is develops and implements each kind of form to theexisting customer and the potential customer the convincingcommunication plan long-term process. Take conformity enterpriseinternal and external resource as the method, take the consumer as thecenter, the reorganization enterprise behavior and the marketbehavior, and coordinated uses each kind of form through the synthesisthe dissemination way, achieves the enterprise biggest goal and thecustomer greatest value. It has brought the enterprise marketing waytransformation, will become the new century global business to competeand to manage the essential tool. The conformity marketingdissemination in the western advertisement, the media, the enterprisehas obtained the fast development and the application. At present, italready became one kind of marketing universal approval the new theoryand the effective method. The article first penetrated has analyzed the conformity marketingdissemination connotation, and key has carried on the analysis to theconformity marketing dissemination unique feature frame and the level,finally through to the conformity marketing dissemination operationprinciple thorough analysis, further elaborated the conformitymarketing dissemination foundation idea and the thought. [ Key word ] marketing dissemination; 4Cs theory; IMC idea; IMC theoryframe; Conformity
热心网友
时间：2023-10-12 15:29
Names of units over the past several decades the development of the theory of marketing course We can see the concept of marketing experience marketing consumer goods (1950) → Instry Marketing (1960) → non-profit and Social Marketing (1970s) → services and relationship marketing (1980s) → Integrated Marketing (1990s) evolution. Along with social progress, scientific and technological development, especially the development of information technology, enterprises, the operating environment has changed significantly. Enterprise longer simply the pursuit of profit maximization is inconsistent with the demands of the market, to continue its development, must establish and maintain long-term relationships with the various stakeholders to the excellent relations between. Thus, to raise the stakes to enterprises and the degree of understanding of a sense of trust for the purpose of the enterprise communications activities must become the business activities . - Oriented enterprises inside and outside of all forms of communication as a whole -- Integrated Marketing Communication (IMC), An increasing number of enterprises today to be a partner. As a new marketing idea, Integrated Marketing Communications is a customer of existing and potential customers to develop and implement various forms of persuasive communication over the long-term plan way. By integrating internal and external resources as a means of consumer-center, reorganize the business and the markets, and in an integrated and coordinated manner through the use of various forms of communication, in order to realize the greatest goal and biggest customer value. It brings enterprise marketing changes will become a new century of global competition and an indispensable business tool. Integrated Marketing Communications in the West the advertising instry, media, business is the rapid development and application. Currently, it has become a universally recognized marketing sector of the new theory and effective method. The article first in-depth analysis of the Integrated Marketing Communication connotations. and the focus on Integrated Marketing Communications framework of the structural characteristics and levels of analysis, Finally, the Integrated Marketing Communications operating principles of the in-depth analysis further expounded on the integration of marketing communications concepts and thinking.
<br>Key words : Marketing Communications ;4Cs theoretical concepts ;IMC ;IMC theoretical framework; Integration
参考资料：你的分太少，只能用这样的水平
