海鑫盛世国际广告公司整合营销战略研究-工商管理专业论文.docxVIP

哈尔滨工业大学高级管理人员工商管理硕士学位论文 哈尔滨工业大学高级管理人员工商管理硕士学位论文 - - II - Abstract Since China opened the door of advertising industry to the world in 2005, international 4A advertising companies began to enter Chinese advertising industry. This makes the local advertising competition more and more serious. But at the same time as 2009 global economy picking up, Chinese advertising industry development also ushered the spring. Now the development of science and technology makes people expose to more types of media. TV, radio, magazine, newspaper, the space of the traditional four types of media has gradually eroded by Internet, mobile phone network. People have more choices for media. This brings challenges to the traditional advertising development. As an advertising company, it connects the media and advertisers, also the consumer market, so the increase of kinds of media and market competition makes advertising companies own marketing not stay in the original traditional marketing. They should use integrated marketing to enhance the company value and overall competitiveness. This article take the Haixinshengshi International Advertising Company as the research object, with relevant theoretical knowledge, aimed at the integrated marketing research. The article illustrates the background and meaning of the study, meanwhile, expounds the research outlook of the domestic and overseas studies and the basic structure of the paper and related theories. Secondly, it analyzes the current situation of external environment and industry status in detail and gets its main competitors, the opportunities and challenges. Then it analyzes the current integrated marketing of the Haixinshengshi International Advertising Company and gives the significance and advantages of integrated marketing strategy and some existing problems. Finally, this paper gives company objectives of the integrated marketing strategy and market positioning, and it also gives some safeguard measures in