整合营销构建高效市场部（Integrated marketing building an efficient marketing department）.docVIP

整合营销构建高效市场部（Integrated marketing building an efficient marketing department） I. integrated marketing theory The connotation of integrated marketing communication theory is: to consumers as the core enterprise restructuring and market behavior, the image of target and unified communication integrated and coordinated use of various forms of transmission in a unified, consistent product information transmission, to achieve two-way communication with consumers, quickly establish the brand position in the minds of consumers, establish long-term the relationship between better advertising and product sales target. The core content of integrated marketing communication theory: 1., enterprise behavior and market behavior are market-oriented. Consumer centered. This requires a well regulated marketing information system (MIS) to support it. 2., integration of all marketing and communication activities, focusing on the theme of the best combination of ideas, so that people from different information channels to achieve consistent information, so that they cooperate with each other, to maximize the effect of communication. Simple explanations are as follows: 1. the establishment of the market information system MIS enterprises to accurately understand the market system, establish two-way communication with consumers, in the era of meager profit and lower economic growth, any behavior of enterprises is not wrong, so the scientific analysis is particularly important. 2., commodity force: product characteristics can produce benefits in the consumers life, and can let consumers perceive, that is, the objective attributes of the product into the utility of consumers. Commodity force theory is the first support of marketing strategy, and high-tech product characteristics are not necessarily products with strong commodity force. 3. market forces: in order to shorten the distance between goods and consumers, the combination of marketing methods is called market force strategy, that is