雅豪公司整合营销传播研究

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1、西北工业大学硕士学位论文雅豪公司整合营销传播研究姓名：刘燕妮申请学位级别：硕士专业：工商管理指导教师：郭鹏20040301——一塑j!三些查兰坚!垒堡兰AbstractNowadays，theglobaleconomyismovingtowardmarketintegrationandinternationalcompetition．Neweconomy，whichisrepresentedbyinternet，knowledgeeconomyandHi—tecb，requirestheenterprisetoadaptacustomerorientate

2、dmarketingenvironment．Thisleadstheemergingofanewmarketingconceptandmethod——————IntegratedMaketingCommunications(IMC)．BasedonthebasictheoryabouttheIntegratedMarketingCommunications，thisthesisusestheknowledgeinvariousareassuchasMarketing，Communications，AdvertisingPsychologyandManage

3、ment，andtriestoanalyzethepracticalfeasibilityofIntegratedMarketingCommunicationsthroughvariOUSangles．Themaincontentincludesthefollowingaspects．First，thethesisdescribesandanalysesthetheoryofIntegratedMarketingCommunications，analysesthroughmacroaspectsabouttheobstacleofimplementings

4、uchtechniquesandprovidessomecorrespondinganswers．Then。theauthorusesthemethodofanalyzingproduct，marketing，brand，marketopisitionandconditionsofmarketingcommunicationsandusetheYahaoCompanyasanexampletoprovidetheproblemthatthecompanyhaveinmarketingcommunications．Finaily，withtheideaofm

5、odelingandsystematicthinking，thethesisconstructsawayforYahaoCompanywiththeideaofIntegratedII婴j!三些奎兰竺!生笙奎——————————————————一MarketingCommunications，buildsuptheframeworkfortheintegratio“，designsandanalysesaconcretemethodforintegrationinconcept，or旦anization，customer，brandmanagement，m

6、arketingchannel，toolsforcommunications，providesthemethodsforcontrollingandevaluatingforthemethodt。guaranteetheeffectiveimplementationofthemethod·ThethesistriestomakethemethodtobeusefulforYahaoCompanyintherealworidsituationandtriestoprovideanapplicablewayofimplementationtoenhanceth

7、ewholecompetitivenessofthecompany·Thethesisalsoexpectsthemethodtobevaluableforcompanieswithsimila。situationforreference．Keywords：IntegratedMarketingBrandImageCommunicationsYahaoCompanyStakeh01ders＆interestgroups111西北工业大学MBA论文第1章：绪论1．1研究背景和意义进入21世纪，随着科学技术的发展以及先进的生产、管理方法的大最应用，尤其是计算机

8、辅助设计生产的使用，使得企业的生产呈现自动化和高效率的特征，企业在