毕业论文：The New Advertising Strategy of Integrated Marketing.docxVIP

目 录摘要……………………………………………………………………………………………1关键词…………………………………………………………………………………………1Abstract………………………………………………………………………………………1Key words……………………………………………………………………………………1引言……………………………………………………………………………………………1一、整合营销传播理论的内涵 ………………………………………………………………2（一）整合营销传播学成为传播学新发展 …………………………………………………2（二）整合营销对传统广告理念的改变 ……………………………………………………2二、整合营销中的广告策略在我国的发展现状 ……………………………………………2（一）整合营销传播导入期间我国广告传播的现状 ………………………………………21.广告云集易造成消费者思想混淆 ……………………………………………………22.大多数厂家未建成一个完备的消费者资料 …………………………………………33．广告创意庸俗化……………………………………………………………………………34．广告的虚假性、欺骗性 导致广告的效果越来越差 ……………………………………3（二）整合营销传播导入期间我的消费者现状 ……………………………………………3三、整合营销理论框架下的中国化的新广告策略………………………………………3（一）整合营销传播中新的广告定位策略 …………………………………………………4（二）整合营销传播中新的广告策划策略 …………………………………………………41．广告策划以消费者的心理图式为基础……………………………………………………52.广告策划追求创新………………………………………………………………………53.努力建立品牌与目标群之间的关系 …………………………………………………6（三）整合营销中新的广告传播策略 ………………………………………………………6总结……………………………………………………………………………………………7致谢……………………………………………………………………………………………8参考文献………………………………………………………………………………………8The New Advertising Strategy of Integrated MarketingAbstract: Integrated Marketing Communication in China is still in the primary import stage, integrated marketing in advertising strategies on the development of the domestic point of view has not been well-known advertising companies. As the market changes in the environment, competition among enterprises from the local competition to the holistic development of competition in corporate image. Advertising Communication is to emphasize to consumers as the center, in order to adapt to consumer demand as the starting point, the ad as a systems integration tools and links, so that enterprises or brand in the minds of consumers a way to determine the location. It is able to establish a unique corporate and product brand image. New ad strategy is to advocate the effectiveness of brand loyalty with consumers through a good two-way communication and strategic dissemination of the integration of the value created by enterprises to create the future is the only way a co