“整合营销”理论产生和流行于20世纪90年代,是由美国西北大学市场营销学教授唐.舒尔茨提出的。整合营销就是“根据企业的目标设计战略,并支配企业各种资源以达到战略目标”。近年来传媒整合营销作为“整合营销”的分支应用理论在国内广泛传播。下面我们着重探讨一下电视传媒整合营销的策略使其创造更为持久的竞争优势。 The theory of “integrated marketing” emerged and became popular in the 1990s. It was put forward by Don Schulz, a marketing professor at Northwestern University. Integrated marketing is “According to the goal of enterprise design strategy and control of the enterprise resources to achieve strategic goals ”. In recent years, the media integrated marketing as “integrated marketing ” branch application theory widely spread in the country. Below we focus on television media integrated marketing strategy to create a more sustainable competitive advantage.