宝马整合营销传播对中国企业的启示

宝马在二战后成功进入美国市场是一个较典型的整合营销案例,本文旨在通过对此案例的研究,阐明整合营销传播的概念和作用,并结合国内企业的营销实践,简要分析其在企业经营中应如何运用,以期能对我国企业如何进行整合营销传播有所启示。     

宝马整合营销传播对中国企业的启示

宝马在二战后成功进入美国市场是一个较典型的整合营销案例,本文旨在通过对此案例的研究,阐明整合营销传播的概念和作用,并结合国内企业的营销实践,简要分析其在企业经营中应如何运用,以期能对我国企业如何进行整合营销传播有所启示。     

浅议北京奥运会产品营销的策略与对策

随着2008年北京奥运会的日益临近,越来越多的企业以前所未有的热情,投入到奥运营销热潮中来。与国际成熟品牌的奥运营销经验相比,国内企业对于奥运营销的真正实施策略缺乏透彻的了解,没有领会到奥运营销与企业品牌传播之间的真正内在联系,没有建立起一套适合奥运营销规律的整合传播策略体系。     

浅议北京奥运会产品营销的策略与对策

随着2008年北京奥运会的日益临近,越来越多的企业以前所未有的热情,投入到奥运营销热潮中来.与国际成熟品牌的奥运营销经验相比,国内企业对于奥运营销的真正实施策略缺乏透彻的了解,没有领会到奥运营销与企业品牌传播之间的真正内在联系,没有建立起一套适合奥运营销规律的整合传播策略体系.     

论美特斯邦威的整合营销传播策略

整合营销传播是指企业以消费者为核心,将与企业关的营销活动以一个统一的声音和形象传达出去。美特斯邦威作为国内休闲服饰品牌的代表者一直致力于对外界塑造一个特立独行的品牌形象,整合营销传播的运用对其品牌的成功具有重要的意义。     

TOP计划下奥运整合营销传播应用的研究

TOP计划是奥林匹克运动商业化运作中规模最大、影响最广的项目,它的设计理念符合经济全球化的趋势,它包装的指向是迎合国际跨国公司全球化经营战略的需要。TOP成员获得了长期的和全球的赞助效益,并能受保护地排斥同类竞争对手运用奥运营销战略。他们在奥运营销过程中,充分利用TOP权益,将整合营销传播的理念与方式贯穿始终,促使企业产品形象与奥林匹克运动的无形资产相融合,提升了自身品牌形象,获得了广泛而深远的宣传效果。文章从奥运整合营销的意义、应用和关键之处做简要分析。     

整合营销传播的关键

本文的最大亮点是绘制了《消费者与品牌关系》表和《整合图》，明确了整合营销传播的首要问题是“整合什么”，整合营销传播的关键问题是“如何整合”，并对具体整合什么进行了概括，探讨和提炼了整合的基本准则。     

如何制订合理的整合营销传播策略浅析

整合营销传播被称为20世纪90年代市场营销最重要的发展之一,基于整合营销传播的重要性,如何让企业在激烈的营销策略中获胜,成为学术界、企业界讨论的热门话题。本文参考麦肯锡营销&品牌领域关键业务咨询模型后,结合STP制定出具有冲击力的整合营销传播策略。     

整合营销传播中的体验策略研究

本文通过对整合营销传播和体验营销的交叉研究,试图说明两者之间融合的可能性和实际操作意义,并结合多家企业实践给出相关论证,希望对中国企业的营销路径探索有所启发。     

中小企业整合营销传播策略研究

随着中国经济的快速发展和经济全球化水平的提升，中小企业由于行业竞争激烈、资金不足等问题，存在发展速度缓慢、营销策略不够完善、品牌建设缺乏策略等问题，中小企业面临着很大挑战。为了改变这一现状，中小企业应该积极地寻求整合营销传播策略。本文分析中小企业实施整合营销中的困境，提出整合营销传播的有效思路，以及如何运用整合营销传播来实现快速发展，最后对中小企业如何通过优化和提升自身在市场拓展方面所采取的措施进行了展望。     

对我国企业导入IMC的思考

IMC(整合营销传播)带来了营销方式的变革,是企业获取可持续竞争优势的重要选择.然而,我国企业在导入IMC过程中遇到了诸如对利害关系者重视不够、营销传播管理者水平不高等障碍.因此,必须采取建立消费者数据库、搭建现代客户导向型企业组织结构等策略正确导入IMC,真正发挥其效力.     

IMC in an emerging economy: the Chinese perspective

Integrated marketing communications (IMC) planning and implementation vary greatly by market and country. This study, based on the survey data compiled from 135 Chinese marketing executives, focuses on IMC in China's emerging economy, with the goal of providing an outlook of IMC's current development in China while uncovering factors in the country's socioeconomic and business infrastructures that may cause IMC to deviate from the traditional Western model. The study also explores Chinese responses to the rising proliferation of digital media and its implications for IMC development.

The study concludes that despite uneven business development and a current lack of training in IMC-related skills, IMC appears to be the inevitable course or the future of Chinese marketing communications. Due to factors unique to the Chinese business landscape, such as government-owned business structures, political nuances in marketing channel relationships, and uneven development of consumer culture, IMC in China will likely evolve differently than in the US. Survey respondents reveal that IMC is progressing much faster in local, privately owned firms than in their state-owned counterparts. The rise of digital media will also disrupt traditional media outlets, providing challenges to the Chinese marketer.     

Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage

The resource-based view (RBV) of the firm has become a prominent management theory that firms can use to analyze resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship's role in a firm's achievement of a sustained advantage over competitors have yet to be explored. This article illuminates the case of Visa's longstanding global sponsorship of the Olympic Games, which was initiated and leveraged to counteract competitor American Express’ advantage with global business travelers. Evidence is presented that supports Visa's achievement of a competitive advantage during the term of the sponsorship. The case is then used to develop a conceptual model based on the RBV to identify the key characteristics of sponsored properties capable of assisting the sponsoring firm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identification and evaluation of potential sponsorship properties.     

我国企业参与奥运市场竞争的现状及对策研究

奥运赞助对企业而言有着重大的战略意义,它能为企业带来巨大的经济效益。在此背景下,我国企业纷纷通过加入奥运赞助计划进入奥运市场平台。在奥运市场平台上,赞助企业必须灵活运用营销的策略和技巧,学会驾驭大型赛事的影响过程,把握奥运营销的特性,更好地实现企业赞助奥运的目标。     

北京奥运物流供应链的构建

奥运物流供应链应具有的时效性、空间集中性、需求不确定性和安全性等特点,以物流为纽带构建从物资的供应商、物流企业到仓储再到各个运动场馆及垃圾处理这一完整的功能网链结构模式的奥运物流供应链,以实现信息流、物流、资金流的有机结合,为2008年北京奥运会的顺利进行创造条件。     

Shopping-centre selection modelling: a segmentation approach

This study seeks to develop an in-store brand-extension commitment (ISBEC) scale. To accomplish this goal, consumers were questioned about the efforts they are willing to undertake when confronted with critical moments in the store concerning their favourite brand extension. Using exploratory factor analysis, seven dimensions of ISBEC efforts were discovered. A higher order factor analysis revealed two factors: switching brand extensions within the same brand and the commitment behaviours in favour of brand extensions. In addition, based upon these seven ISBEC effort dimensions, six clusters of consumers were discovered. In an era of ECR, where the manufacturer and the retailer seek to develop economically responsible category systems, insights into what consumers will do for their preferred brand extensions might provide them with some strategic insights.     

从IMC到整合营销的分析及发展逻辑

IMC是20世纪90年代营销界的一个重要内容。从IMC发展到整合营销理论是营销理论发展的合理逻辑。整合营销理论是以4C、5R等为分析的基础,顾客导向和竞争导向的平衡为其发展的战略逻辑。各利害关系人的互惠最大化是整合营销理论进一步发展的关键。