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自上世纪九十年代中期开始,整合营销传播理论传入中国,掀起了一股IMC热潮,为市场营销、广告公关的理论和实践带来了强大的推动力。然而,近年来,有关整合营销传播的研究渐趋消沉。究其原因,主要有二:一,学界和业界对IMC概念和理论本身并未透彻理解;二,对有关IMC新的研究动态和成果未予以足够重视。2002年,舒尔茨教授等人提出了“互动式整合营销传播”的新概念。2003年,舒尔茨和威斯康新大学的JamesW.Peltier、内华达大学的JohnA.Schibrowsky三位教授又在《InternationalJournalofAdvertising》上发表了一篇名为《Interactionintegratedmarketingcommunication:combiningthepowerofIMC,thenewmediaanddatabasemarketing》的论文,通过模型和案例系统阐述了“互动式整合营销传播”的概念,代表了IMC理论研究的最新成果,对国内的有关研究具有重要的借鉴意义。限于篇幅,本刊在发表时删去了文中的案例研究部分。
Since the mid-1990s, the introduction of integrated marketing communication theory into China has created a wave of IMCs that have brought powerful impetus to the theory and practice of marketing and advertising relations. However, in recent years, the research on integrated marketing communication has become more and more depressed. There are two main reasons: First, the academic community and the industry did not fully understand the concept and theory of IMC itself; second, they did not pay enough attention to the new research findings and achievements about IMC. In 2002, Professor Schultz and others proposed a new concept of “interactive integrated marketing communication.” In 2003, Schultz and James W. Peltier of the University of Wisconsin, and three professors John A. Schibrowsky of the University of Nevada published an essay titled “Interaction integrated marketing communication: combining the power of IMC, the new media and database marketing” on International Journal of Advertising. And the case system expounds the concept of “interactive integrated marketing communication”, which represents the latest achievement of IMC theoretical research and has important referential significance for the domestic relevant research. Due to space limitations, we published at the time of the deletion of the case study part of the article.