互联网科技公司整合营销传播的的策划案.doc

毕业论文 xxx整合营销传播策划案 学 院： 文学与新闻传播学院 专 业： 广告学 学生姓名： xxx 学 号： xxx 指导教师： xxx 摘 要 北京xxx科讯科技有限公司（以下简称：xxx科技）是中国互联网时代较有影响力的IT领域整合服务提供商。公司成立于1996年，与包括华为、戴尔、惠普、联想、微软等在内的五十多家国内外公司建立长期的战略合作伙伴关系，为客户提供同步于国际的产品、解决方案与服务。 xxx科技在过去发展的过程中，过于注重发展自身的技术实力，忽视了整合营销传播，导致公司发展受到严重限制。在科技飞速发展的今天，国内日趋饱和的市场带来巨大的竞争压力，整合营销传播迫在眉睫。 xxx科技要抢占国内IT市场，同样面临着市场鸿沟和诸多障碍点，因此整合营销传播将从市场入手，明确品牌定位，塑造良好的企业品牌形象，深入分析解决当前面临的问题障碍，进行高效的整合营销。 关键词：整合营销传播；SWOT分析；策略 Abstract Beijing?Bright?Prospect?Science??Technology?Co.,Ltd.(hereinafter referred to: Long Cheng Technology) is the Internet era of Chinas more influential IT field integration services provider. Founded in 1996, with more than 50 domestic and foreign companies, including Huawei, Dell, Hewlett-Packard, Lenovo, Microsoft and other companies to establish long-term strategic partnership, to provide customers with international products, solutions and services. Long process technology in the past development process, too much emphasis on the development of their own technical strength, ignoring the integrated marketing communication, leading to the development of the company has been severely restricted. In the rapid development of science and technology today, Chinas increasingly saturated market has brought great competitive pressure, integrated marketing communication is imminent. Long process technology to seize the domestic IT market, the same face the market gap and a lot of obstacles, so the integrated marketing communication will start from the market, a clear brand positioning, create a good corporate brand image, in-depth analysis to solve the current problems facing obstacles, efficient Integrated marketing. Key Words：Integrated Marketing Communications 摘要 Ⅰ Abstract Ⅱ 第一章 市场分析与思考 5 1.1背景分析 6 1.2企业分析与定位 6 1.3竞争者分析 7 1.4 SWOT分析 第二章 整合营销内容和体系 2.1整合营销传播的基本概念 2.2整合营销的精髓 2.3整合营销在IT行业的特殊表现 第三章 目标与策略 3.1目标制定 3.2整合营销传播策略 预算与效果评估 4.1预算 4.2效果评估 参考