微电影的整合营销策略研究

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1、山东师范大学硕士学位论文ABSTRACTIntegratedmarketingasasystematicconcept,comingdowninonecontinuouslinewiththetraditionalmarketingconcept,Itistheevolutionanddeepeningofoldmarketingconcept.Integratedmarketingtheoryisdevelopedfromintegratedmarketingcommunicationtheory.It

2、inheritedandimprovedtheintegratedmarketingcommunicationtheorybasedonsystematicthinking.IntegratedmarketinghasgotsomuchattentionandresearchofallsocialallcirclessincetwentiethCentury90's.Inrecentyears,moreandmoreenterprisesrecognizetheimportantsignificanceo

3、fintegratedmarketingandattempttousethestrategicthoughtofintegratedmarketingtoguidethemarketingactivitiesinordertowinthegoodmarketingeffect.Alotofscholarsmadehisownviewsontheintegrationofmarketingfromdifferentanglesandmadetremendouscontributionstothedevelo

4、pmentofintegratedmarketingtheory.Butatpresent,theresearchontheintegratedmarketingisstillatanearlystage,manyaspectsofintegratedmarketingneedsfurtherresearchtoprovidethebetterstrategicdirectionforthepractice.Atthesametime,thenewmediaerahaschangedpeople'sdai

5、lylifeinacertainextent.Inthenewmediaenvironment,theprogressanddevelopmentoftechnologytoprovideaconvenientplatformformicrofilm.Theimprovementoffilmtechnologymakeapossibilityformicrofilmproduction.Meanwhile,theintenselifestyleandconsumptiondemandunderthe"fr

6、agmentation"eralayingafoundationformicrofilm.Integratedmarketingasastrategicapproach,emphasizestherelationshipfirstinthemarketingprocess.Itmaketheconsumerdemandasastartingpointandcompletetheconstructionofbrandassetsthroughoptimalallocationanduseoftheinter

7、nalandexternalresources.Thecharacteristicsoncontent,makingandtransmissioncharacteristicsofmicrofilmaretomeettheneedsoftheconsumersandmakeainteractionwiththeconsumerinthecommunicationprocess.Ithelpbuildsatisfactionandloyaltyofconsumerandplayanimportantvalu

8、eintheintegratedmarketing.Atthesametime,therearemoreandmorepeopleIII万方数据山东师范大学硕士学位论文realizethemicrofilmplayedanimportantcommercialvalueasachannelofintegratedmarketing.Butevenso,therearemanyproblemsonmicrofilm.Inthee