资源描述：
《整合营销传播在A公司中的应用【毕业论文】》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、毕业论文（2011届）整合营销传播在A公司中的应用摘要整合营销传播（IMC）是在20世纪80年代由美国西北大学营销学大师唐-舒尔茨提出和发展的。在我国日益成熟的汽车销售市场，卖方市场已逐渐变为买方市场。在传统营销手段由于强调单方面或简单营销组合的应用，以很难满足企业面临激烈的行业竞争。吉利是我国未来极有发展潜力的汽车品牌，也较为成功的运用整合营销传播（IMC）思想指导企业品牌营销实践。吉利汽车以时尚的青年为市场目标,整合多种营销手段,在营销传播过程中加强与消费者的沟通互动,培养了消费者对吉利的品牌忠诚度,达到了品牌增值
2、的目的，通过整合营销传播参与竞争,提升品牌的价值。本文运用整合营销理论，结合吉利汽车整合营销传播的中的营销工具和媒介组合及选择。通过调查问卷的方法，分析吉利汽车如何运用整合营销传播的方法树立品牌，提高知名度。并找出吉利汽车在整合营销传播中面临的问题。并针对问题寻找相对的解决方法，为国内汽车企业应用整合营销传播提供借鉴。关键词：整合营销传播；媒介选择；促销工具AbstractIntegratedMarketingCommunication(IMC)is80yearsinthe20thcenturybythemastero
3、fmarketingatNorthwesternUniversity-DonSchultzproposedanddeveloped.Itsproposal,includingsalesofhomeappliances,etc.hasbeenwidelyrecognized.IncreasinglymatureinChinacarsalesmarket,asellerhasgraduallybecomeabuyer'smarket.Asstressedinthetraditionalmeansofmarketingors
4、implyaunilateralapplicationofthemarketingmixtobedifficulttomeetfacefiercecompetitionintheindustryenterprises.Integratedmarketingcommunication,coordinationofallaspectsofthepremiseofthestakes,whileconsumer-oriented,inthemarketingprocesstoavarietyofcommunicationtoo
5、lsunifiedinformationtoconsumersandtomaintaininteractionwithconsumers.,China'sfuturedevelopmentpotentialofmostbrands,butalsomoresuccessfuluseofintegratedmarketingcommunication(IMC)Guidingthebrandmarketingpractice.GEELYAutomobiletotheyoungfashionmarketobjectives,i
6、ntegratingmultiplemarketingtools,inthemarketingcommunicationprocesstostrengthencommunicationandinteractionwithconsumerstodevelopbrandloyaltyofconsumersontheauspicious,thepurposeofvaluetothebrandthroughintegratedmarketingparticipateinthecompetitionspread,enhanceb
7、randvalue.Inthispaper,integratedmarketingtheory,combinedwiththecompany'sbrandmarketingpractice,Automobile,Automobileanalysisoftheapplicationofintegratedmarketingcommunicationinthesuccessandshortcomings,andforlackofsearchingforasolution,enterpriseapplicationinteg
8、rationforthedomesticautomotivemarketingcommunicationsforreference.Keywords:IntegratedMarketingCommunication;BrandMarketing目录摘要I目录31导论51.1论文研究的背景和意义51.2吉利汽车集团介绍61.3研究思
