Web2.0时代整合营销传播策略研究.pdfVIP

Web2.0 时代的整合营销传播策略研究 中文摘要 Strategy of Integrated Marketing Communications in Web2.0 Age Abstract Web2.0 is an internet update and upgrade for the concept and ideology, where the desires of the online socialization and individuality are realized. For the integrated marketing communications, Web2.0 brings the changes as following: One is that audience is not the end of the information dissemination, also is information producer and disseminator. Second is that Internet Medias are not only the channel of information transfer, but also the stage of information production and sharing. Third is that Circle culture is created. Web2.0 can help the users which have special personal tastes or common user experience established the routine connection by e-community. Based on the change of social information environment and the consuming modality in web2.0 era, this paper choices Strategy of Integrated Marketing Communications in Web2.0 era as the research object. This paper will propose four strategies: target, approach, mix, effect evaluation. It firstly will present three target strategies under building relationship of brand; Then it will point out the several mainly approach strategies of online and offline IMC; With increasing “precision” and “entertainment” tendency in IMC mix, it will propose three mix strategies. And for effect evaluation strategy, it will present that measuring and evaluating returns should be from behavior patterns. These strategies will help chinese companies which facing marketing changes to adapt the ever-changing environment, respond to the ever-changing cus