<b> 【世界经理人编者按】</b>
在中国，整合营销传播（imc）似乎变的越来越普遍，只要说到策划，言必及imc，似乎imc是一个很轻易就能得到的万能灵药，但imc真的可以轻而易举的实现吗？客观的看，很多目前所谓的整合营销传播的案例只是简单的广告、公关、活动等等工具的简单叠加而已，并不能称为真正的整合营销传播；更多只是浮于imc的表象，而并没有深入到imc的本质去看问题。
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> </span><strong><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span></strong><strong><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>与</span></strong><strong><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span></strong><strong><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的融合</span></strong><span lang=en-us style=font-family: arial; 11.5pt font-size:><?xml:namespace prefix = o ns = urn:schemas-microsoft-com:office:office /><o:p></o:p></span>
<p 22.5pt text-indent: 130%;><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>提到</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>，必然要涉及到</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>与</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>两种营销方式。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>与</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>是在两种不同的社会经济形态下提出的两种不同核心理念的营销方式，在大多数情况下，二者被人为的对立起来。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 22.5pt text-indent: 130%;><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>营销大师科特勒所提出的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>包含</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>product</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>（产品）、</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>price</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>（价格）、</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>place</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>（渠道）、</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>promotion</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>（促销）四个关键的营销要素。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>是在单一的社会形态，社会供求不足，顾客需求简单化，媒介传播大众化的情况下所提出的。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> </span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>鼻祖舒尔茨提出的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>包括</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>consumer</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>（客户）、</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>cost</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>（成本）、</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>convenience</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>（便捷）、</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>communication</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>（传播）四个关键要素。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>是针对多元化的社会形态、社会供求过剩，顾客需求呈现多样化、个性化，媒介传播趋于细分的情况下所提出的。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> </span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>是经典的营销理论，而</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的提出，似乎是要颠覆</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>，认为</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>是一个落伍的观念。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>强调从客户的角度看问题，多从用户着想，而不要如</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>所说以企业自我为中心进行作业。但在我们的实际作业中，是不是真的要抛弃</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>呢？</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>真的能指导一切吗？这是个值得商榷的问题。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 两者的焦点矛盾是“需求”的矛盾。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>认为需求源自客户，而实际情况并不然。我们会发现更多的产品的出现不完全来自于客户的需求，更多是由于企业自身发展需要或者市场竞争的压力，而源自企业自身的创造，而后由企业去推动这个市场，制造需求，引导需求。例如，我们可以想象客户是否真的需要</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>3g</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>吗？恐怕真实的需求目前并不多，但企业出于自身利益一样要推动这个市场。遥遥无期的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>3g</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>，没有几个消费者知道他到底是什么？但几乎所有的运营商都在抢夺这个市场，并为这个市场推波助澜，在制造这个需求，引导消费者，帮助他们认知</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>3g</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 如此说，并不是要否定</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>，否定“需求”，只是想说明“需求”是双向的选择，一方面来源于用户的现实需要，另一方面在于企业挖掘用户的潜在需要。那么，</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>与</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>之间的关系究竟是一个什么样的关系呢－－</span>
<span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:> 4p</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>是基石，是营销作业的基础框架体系；</span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>4c</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>与</span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>4p</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>二者该构成一个矩阵，以</span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>4p</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>为核心基础，</span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>4c</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>则从客户化的角度横向作用于</span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>4p</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>，并且二者所包含的</span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>8</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>个关键要素通过相互作用，形成不断的反馈机制，构成一个闭环的循环。</span>
<span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;></span>
<span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 例如只单纯从</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>角度去进行策略的制定，我们通常关注的是企业自身的发展策略；市场中的竞争态势，从产品导向的角度去进行市场细分。而综合</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>与</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>来进行分析的时候，我们会发现我们可以从用户的角度来制定策略，我们会通过用户的反馈机制，了解到用户需要什么样的产品，用户可接受的什么样的价格，用户习惯的购买通路是怎么样的，用户所偏好的促销方式又是什么样的。这样，我们就可以综合企业自身与用户两个角度，令用户导向与产品导向二者相互融合，相互渗透，更具针对性的指定企业的整体营销策略。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 因此，</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>与</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>既不是对立的，也不是孤立的，而应该是相辅相成的两个营销模型，对二者实行有机的结合是理所应当的，也必会为我们的营销策略的制定提供有益的帮助。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><strong><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 非线性的</span></strong><strong><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span></strong><strong><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>作业</span></strong><span lang=en-us style=font-family: arial; 11.5pt font-size:> <o:p></o:p></span>
<p 11.5pt text-indent: 130%; mso-char-indent-size: 2.0; mso-char-indent-count: 23pt;><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>舒尔茨提出的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的本质是以</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>为核心的，强调的是以顾客为中心，客户需求至上，实行企业与顾客之间的双向沟通。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>认为现在是一个传播为核心的年代，希望以传播为核心驱动企业的整体市场营销作业。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 科特勒在最初提出的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>理论中，并不看重所谓的传播概念，只简单的把其都归结于</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>promotion</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>之中。但在最近几版的《营销管理》中，可以看到科特勒已经意识到</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的重要性，专门辟出章节来介绍</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>，强调</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>应用的重要性和益处，但也还只是归于</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>promotion</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>中。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 22.5pt text-indent: 130%;><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>由于全球经济放缓与证券市场的不景气，导致众多企业是销售驱动型的，而不是市场驱动型的企业，在企业内部几乎不可能做到用传播去推动整体的营销作业，我们很难想象一个</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>marcom</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>部门指挥产品部、销售部、渠道部的工作，大多数情况下，</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>marcom</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>部门是一个被动作业的角色。因此，舒尔茨所提出的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的运用难度是非常大的。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 22.5pt text-indent: 130%;><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>而科特勒所提出的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的运作方式更接近于我们企业的理解与实际应用，它是把各种传播工具进行综合运用，用于企业品牌的建立与产品销售的促进。从实用的角度，我们下面将着重阐述科特勒的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>理念。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 很多企业或策划公司在提到</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>时候，只是认为一起运用了广告、公关、活动等等传播工具就叫</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>了，但实际上</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>绝对不是这些工具的简单叠加。那</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>实施的关键又是什么呢？</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p text-indent: 130%; 23.25pt><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>实施</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的目标可大致分为</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>3</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>个层面：一为获得市场的最大的投资回报率（</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>roi</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>）；二为向市场持续的传达核心的关键信息；三为建立并巩固用户关系与忠诚度。为实现这</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>3</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>大目标，</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>实施的关键就在于综合运用多种传播工具，形成一个矩阵式作业，以达到最佳的性价比。如果只是简单的叠加，每个工具只是线性作业，“整合”的性价比根本就无从衡量，而我们的目标实现也更无从谈起。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p text-indent: 130%; 23.25pt><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>而多种传播工具的矩阵式作业的基础正是前面所提到的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p-4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>矩阵。依据</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>与</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>二者的综合分析，针对不同的细分市场，不同的目标受众，不同的产品生命周期，企业采用不同的传播手段，或是只采用一种手段，或是采用两种，三种，或者全部传播手段的综合运用，以实现不同的阶段目标和总的目标，并让</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>成为</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>4p-4c</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>矩阵的重要组成部分。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:></span>
<p 130%><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p> <span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 在</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>作业中，我们通常运用的传播工具包括事件营销、广告、公共关系、互动行销、直效行销等。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 广告是最为人所知的传播工具，她的特点在于其密集性和大众性，强调概念，内容精练，注重情感诉求，便于快速树立产品或品牌知名度，但给人的感觉会比较主观，而且价格昂贵，性价比不高。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 公关的特点在于其更具备针对性，针对目标受众，更深入、专业、详细的传播资讯，给人的感觉更理性和客观，更公正，具备权威性。在速度和密集性方面要比广告逊色，同广告相比性价比更合理。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 22.5pt text-indent: 130%;><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>事件营销具备轰动性和密集性的特点，注重互动性和参与性，强调顾客“眼见为实”，很符合现在流行的“体验经济”的特色。而且在性价比方面，事件营销虽然成本要比公关为高，但整体看，性价比要比广告合理。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 22.5pt text-indent: 130%;><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>随着新经济的发展和互联网的工具化，越来越多的企业更加注重直效行销与互动行销，这两种传播工具的共性是更加主动对细分市场的传播，并注重传播的有效到达率；同时，两者同样注重目标受众的反馈，反馈正是</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>循环机制实现的关键所在。因此，直效行销与互动行销在</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>中所扮演的角色也越来越重要了。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 这些工具运用的准则就是以最合适的工具完成最适合的任务，形成一个相互渗透的共赢局面，力求达到最佳的性价比和传播效果。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><strong><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 结束语：</span></strong><strong><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span></strong><strong><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>在中国的应用前景</span></strong><span style=font-family: arial; 11.5pt font-size:> <span lang=en-us><o:p></o:p></span></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 以中国企业目前的营销现状来看，大多还处于初级阶段的层面，试图以舒尔茨的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的概念在企业市场营销作业中进行运用是很难的。因为对于大多属于销售导向型的中国企业，在企业内部，让市场部或企划部去指导其他业务部门的作业是不切实际的。现实中，市场部通常被设定为成本中心，而且预算的来源更多可能是产品部、渠道部的钱，或者根据销售比例进行市场预算的制定。试图用成本中心的市场部去指导利润中心的产品部、渠道部是根本不可能的。市场部在现阶段注定是一个服务的部门，支持性的部门，而称不上是一个战略规划的核心部门。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> 对于我们的企业，更现实的是用科特勒所提出的</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>运作方式，强调其为整体市场营销作业服务，而不是用</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>指导市场营销。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;> </span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>目前在中国的发展有些走样了，我们的一些企业、策划公司都打出了</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的旗号，但在</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的应用中，更多只是一个</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的外壳，是在做</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>1+1=2</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的工作，而不是</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>1+1</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>＞</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>2</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>的工作。在实际运用中，还是要重新强调一点，</span><span lang=en-us style=font-family: arial; 11.5pt font-size:>imc</span><span arial mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt;>追求的应该是以最佳的性价比来实现传播的目标，而不是简单的传播工具叠加，我们关注的应该是针对每一个产品，在每一个细分市场，面向不同的目标受众综合运用不同的传播工具，力求实现传播的有效性。</span><span lang=en-us style=font-family: arial; 11.5pt font-size:><o:p></o:p></span>
<p 130%><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;> </span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>imc</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>在中国的路还长，现阶段我们的市场人还很难应用</span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>imc</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体;>指导企业市场营销作业，但我们不妨只单纯依据科特勒的观点，从传播的角度做起，力图让传播效果达到最佳，进而让企业的其他部门意识到传播的作用，赋予市场人更多的权利，相信随之</span><span lang=en-us style=font-family: arial; 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-us; mso-ansi-language: 1.0pt; mso-font-kerning: 宋体; mso-fareast-font-family:>imc</span><span style=font-family: mso-bidi-font-family: arial; mso-hansi-font-family: mso-ascii-font-family: 11.5pt; font-size: ar-sa mso-bidi-language: zh-cn; mso-fareast-language: en-
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