讲海天味业营销策划的书Word文件下载.docx

1、整合营销传播理论作为近年来新兴的营销理念和传播方法，是将所有与产品或服务有关的资讯来源加以整合管理，使顾客以及潜在消费者接触资讯并由此产生购买行为，并维持消费忠诚度的过程。作为我国调味品行业龙头的海天味业，在其销售和推广实践中自觉地以消费者为核心，综合协调地使用各种形式的传播方式，迅速树立产品品牌在消费者心目中的地位与密切关系，有效地达到广告传播和产品行销的目的，从而实现了跨越式增长，其实践为整合营销传播理论进行了生动的诠释，日益为其他企业所关注和效仿。因此，深入研究和总结海天味业整合营销传播的方式方法，总结其经验教训，对我国企业的实践和相应理论的发展均具有重要的现实意义。本研究选择海天味业为

2、研究对象，从企业整合营销传播的现状出发，在充分掌握、阐述整合营销传播及相关理论的基础上，总结公司在整合营销传播中存在的问题，主要以现场调研与参考文献的方式收集数据。基于现场调研结果与参考文献的分析，总结出影响海天整合营销传播的主要因素，并提出整合营销传播问题的对策。 关键字：整合营销传播，品牌形象，细分市场，传播效应，海天味业 AbstractThe integrated marketing communication theory in recent years as a new marketing concept and propagation method, are all relate

3、d to the product or the service information source integration management, make customer and potential customer contact information and the purchase behavior, and keeping the customer loyalty. Integrated marketing communication development since the end of last century, provides a framework for thin

4、king good to the development of many international brands, and the practice of the worlds most advanced enterprises to continuously improve.As a leading Chinese condiment industry Haitian, in its sales and marketing practice consciously to consumers as the core, integrated and coordinated use of var

5、ious forms of communication, quickly establish the brand in the minds of consumers and the close relationship, to achieve effective advertising communication and product marketing purposes, so as to realize the growth by leaps and bounds, the practice of integrated marketing communication theory to

6、explain, for other enterprises increasingly attention and imitation. Therefore, in-depth study and summarize the Haitian integrated marketing communication way, summarize its experience and lessons, has important practical significance to the practice of enterprises in our country and the developmen

7、t of the corresponding theory.This study choose the Haitian flavor industry as the research object, through analyzing the present situation of the enterprise integrated marketing communications, in fully grasp, in this paper, the integrated marketing communications and related theory, based on the s

8、ummary on the problems existing in the integrated marketing communications company, is mainly to collect data in the form of field research and references. Based on field survey and analysis of reference, sums up the main factors influencing the Haitian integrated marketing communications, integrate

9、d marketing communications problems countermeasures were put forward. Keywords：Integrated Marketing and Communications; brand image; market segment; propagation effect; Haitian 目录摘要 . 1ABSTRACT . 2目录 . 3第一章绪论 . 5选题的背景及研究意义 . 5选题背景. 5研究意义. 5文献综述 . 6 整合营销传播的概念及内涵. 6 整合营销传播的意义及特点. 6整合营销传播的实施对策. 7第二章海天味业企业概述 . 8 海天味业概况 . 8企业经营现状. 8 行业现状. 8 消费者分析. 9 海天味业整合营销传播现状及现有策略 . 9 业内竞争者整合营销传播现状对比分析（以李锦记为例） . 11品牌形象定位. 11 终端销售传播手段. 11 整合营销传播. 12第三章海天味业在整合营销传播中存在问题分析 . 14品牌定位不明确 .