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随着中国经济市场化进程的加快,企业处在进一步细分化、专门化、科学化的市场环境中,要持续经营并保持获利,重点是要建立并长期维持与各利害关系者间的良好关系,整合营销传播在这样的环境下被广泛应用。媒体,作为一个特殊的经营体,不仅是具有强大舆论传播能力的媒介载体,同时也是节目内容的生产商、批发商,要面向特定的消费者――广告主,将观众的注意力资源销售出去转成广告收益。因此,当电视媒体率先将整合营销运用到其各个利害关系方面的时候,面对同样有着整合营销需求的广告客户,就会立刻达成利益共同点,理顺各种盘根错节、纵横交错的资源链条,形成立体化的资源架构,并通过各节点关联,使这种整合营销行为实现规模的经济状态。
As the marketization of China’s economy accelerates, enterprises will continue to operate and maintain profits in a further segmented, specialized and scientific market environment. The key point is to establish and maintain a long-term relationship with stakeholders Good relationship, integrated marketing communications in such an environment is widely used. The media, as a special type of business, is not only a media carrier with strong media power of dissemination, but also a producer and wholesaler of program content that is targeted at specific consumers - advertisers and sells the audience’s attention resources Turn into advertising revenue. Therefore, when the television media took the lead in applying integrated marketing to each of its various stakeholders, the advertisers who also have the integrated marketing needs will immediately reach the common ground of interests and rationalize various resource chains that run in different directions and criss-cross each other. Form a three-dimensional resource structure, and through the association of each node, so that the integrated marketing activities to achieve economies of scale.