整合营销传播理论在XX电器有限公司的应用研究.doc

摘要:自20世纪80年代以来，随着全球经济一体化程度的不断加深，企业之间竞争日趋激烈，而整合营销作为一种新型的营销理论，越来越受到国内外专家学者及企业界的普遍关注，并在国内获得巨大发展。

　　　中国家电连锁业的快速发展是从2003年才开始，目前全国性的连锁企业以国美、苏宁为代表。而江苏五星电器是继国美、苏宁之后的又一大型连锁家电卖场。本文采用了对比分析法、文献法和案例分析法对五星电器运用的整合营销传播进行研究，首先进行了整合营销的国内外研究现状分析，进一步又对整合营销传播理论进行阐释。通过对五星电器的营销传播的现状及营销环境分析，发现五星电器在营销传播中存在的问题，并进一步认识到实施整合营销传播的必要性。为了五星电器的更好更快发展，进而提出了一系列适用于五星电器的整合营销传播策略，该策略主要从五星电器的组织内部与外部两部分入手，从而整合五星电器的一切资源，将组织内外的传播手段进行整合，来对外提供一致的信息，进而树立品牌意识。

　　　通过本文的研究，希望在家电连锁业中整合营销传播理论能得到更好的发展与完善，为家电连锁业带来更多的利润并能给其他家电连锁企业提供一些借鉴意义。

关键词 整合营销传播；家电连锁业；五星电器

Abstract:Since the 1980 s, with the deepening of global economic integration, the competition between businesses, and integrated marketing as a new type of marketing theory, more and more attention by experts and scholars at home and abroad and business, and a huge development in China.

　　　The rapid development of China's home appliance chains started from 2003, as the national chain enterprises represented by Guomei,Suning.And jiang su five star is another large chain after Guomei, Suning appliance stores.This article first has carried on the integrated marketing of domestic and foreign research present situation analysis, and interpretation of integrated marketing communications theory, further the study of the five-star electric integrated marketing communications theory provides theoretical basis and guarantee.On the basis of theoretical analysis . Then learn the five star.By the above analysis and research, found that five star in the process of using the integrated marketing communications, and the problem existing in the analysis of the causes of existing problems.And based on the significance of using the integrated marketing communications theory understanding, put forward a series of strategies to further improve the integrated marketing in the use of the five star. In order to better and faster development of five star, and then puts forward a series of applied to five star of integrated marketing communication strategy, the strategy mainly from the five star groups inside and outside two parts, thus integrating all five star resources, to integrate inside and outside the organization, to provide consistent information, and then sets up the brand awareness.

　　　Through the study of this article, hoping to offer some reference for home appliances chain enterprises, integrated marketing communications theory in home appliance chains can get better development and improvement, appliance chains agent for more profit.

Keywords  Integrated marketing communications theory  Home appliance chain  Five star