整合营销传播在A公司中的应用毕业论文.docVIP

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：Abstract Integrated Marketing Communication (IMC) is 80 years in the 20th century by the master of marketing at Northwestern University - Don Schultz proposed and developed. Its proposal, including sales of home appliances, etc. has been widely recognized. Increasingly mature in China car sales market, a seller has gradually become a buyers market. As stressed in the traditional means of marketing or simply a unilateral application of the marketing mix to be difficult to meet face fierce competition in the industry enterprises. Integrated marketing communication, coordination of all aspects of the premise of the stakes, while consumer-oriented, in the marketing process to a variety of communication tools unified information to consumers and to maintain interaction with consumers., Chinas future development potential of most brands, but also more successful use of integrated marketing communication (IMC) Guiding the brand marketing practice. GEELY Automobile to the young fashion market objectives, integrating multiple marketing tools, in the marketing communication process to strengthen communication and interaction with consumers to develop brand loyalty of consumers on the auspicious, the purpose of value to the brand through integrated marketing participate in the competition spread, enhance brand value. In this paper, integrated marketing theory, combined with the companys brand marketing practice, Automobile, Automobile analysis of the application of integrated marketing communication in the success and shortcomings, and for lack of s