| 解读整合营销传播学 |
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| 引用本文： | 竺培芬.解读整合营销传播学[J].上海交通大学学报(哲学社会科学版),2001,9(4):61-65. |
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| 作者姓名： | 竺培芬 |
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| 作者单位： | 上海交通大学人文学院,上海,200030 |
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| 摘 要： | 整合营销传播学崛起于20世纪90年代，是传播学的新发展。整合营销传传播学以消费者为受播对象、营销与传播彼此交融、营销传播手段相互整合、通过多种媒种传播。整合营销传播学为企业的营销传播提供了必要的理论框架。中国入世在即，了解并把握整合营销传播学对于提高我国企业的营销传播水平、深刻理解消费者的地位与作用，均将发挥作用。
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| 关 键 词： | 整合营销传播学 媒体 广告 促销 中国 企业 消费者 |
| 文章编号： | 1008-7095(2001)04-0061-05 |
| 修稿时间： | 2001年9月1日 |
Explanation of Integrated Marketing Communication |
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| ZHU Pei,fen.Explanation of Integrated Marketing Communication[J].Journal of Shanghai Jiaotong University(Social Science),2001,9(4):61-65. |
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| Authors: | ZHU Pei fen |
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| Abstract: | Integrated marketing communication (IMC), emerging in the 1990s,is a new development of communication. In the case of IMC, there are several emphases: consumer is an object of study, marketing combines with communication, marketing communication tools are integrated, information delivers through more than one media. IMC provides enterprises with necessary theory framework. Because China will access to World Trade Organization (WTO), grasping the knowledge of IMC will play a role in upgrading marketing communication level of enterprises in China, and will be of benefit to understand consumer's status in marketing ommunication in a deep way. |
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| Keywords: | integrated marketing communication media advertising promotion |
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