打造整合营销的势与流（Build the potential and flow of integrated marketing）.doc

打造整合营销的势与流（Build the potential and flow of integrated marketing） Build the potential and flow of integrated marketing China marketing communication network, 2005-10-09, author: Li Lifeng, number of visits: 148 Catalog First page Second page In May 2004, Michael Jordan was invited to visit China at the invitation of Nike. Jordan, as a legend in the history of basketball, excited by the national fans, the news media have reported that it seems to be the other sports events and stars flooded. In May 20th, Jordan presented a prize at the Beijing workers Stadium for the second national high school mens basketball league championship team in China. Countless fans gathered in the workers Stadium to see the flying man. The whole visit culminated in Jordans holding with the champion, and the size of the fans and media coverage highlighted the momentum of basketball as Chinas first sport. The Nike company organized by the organization of the national scale mens high school basketball league campaign by Jordan and the giants, vigorously develop nearly 300 million basketball fans Chinese basketball market, make Chinese become Nike company behind the biggest basketball market in the us. This case allows us to experience a marketing force, which is integrated marketing (INTEGRATED MARKETING). Whether in China or around the world, in addition to sporting goods companies, there are many brands through the creation of integrated marketing potential and flow, in shaping the brand at the same time, access to excess returns. In Chinese, we often encounter the problem of marketing this: from the external marketing environment, is from south to north, from east to west regional differences, is the difference between urban and rural areas, is the differences between the various consumer groups demand rapid growth, and increasingly fierce competition. From the point of view of internal marketing resources, it is a limited budget. It is the market, sales, customer service and operation supp