| 中国医药保健卫生企业采用整合营销传播的战略线索 |
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| 引用本文： | 申光龙,袁斌,吴新宇.中国医药保健卫生企业采用整合营销传播的战略线索[J].南开管理评论,2002,5(3):62-68. |
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| 作者姓名： | 申光龙 袁斌 吴新宇 |
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| 作者单位： | 南开大学国际商学院现代管理研究所 |
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| 基金项目： | 教育部人文社科规划项目《营销传播管理者工作模型研究》的阶段性成果,项目批准号:01JA630012。 |
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| 摘 要： | 面对激烈的市场竞争,中国医药保健卫生企业要想立于不败之地,唯有探索发展战略的线索。只有保证核心力量,才可能从容应对各种考验和挑战。为此,本研究在整合营销传播理论基础上提出一些中国医药保健卫生企业的战略思路。本研究由四部分构成:第一部分是整合营销传播理论的介绍;第二部分是中国医药保健卫生企业的整合营销传播战略分析;第三部分是中国医药保健卫生企业整合营销传播战略模型的设计;第四部分是结论与发展方向。
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| 关 键 词： | 中国医药保健卫生企业 整合营销传播 战略线索 |
The Strategy Clues of Chinese Medicine and Healthcare Corporation Adopting Integrated Marketing Communications |
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| Shin Kwang Yong,Yuan Bin,Wu Xinyu.The Strategy Clues of Chinese Medicine and Healthcare Corporation Adopting Integrated Marketing Communications[J].Nankai Business Review,2002,5(3):62-68. |
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| Authors: | Shin Kwang Yong Yuan Bin Wu Xinyu |
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| Abstract: | Face to the vehemence market competition, Chinese medicineand healthcare corporation wants to setup the ground for development,must investigate the developing strategy clues. Contain insuring of corecompetence, and just probably calmly reply the every kind of test andchallenge. This research is according to the IMC theory to bring up theway of thinking of some strategies.This research is composed on four parts: part I is an introductionof Integrated Marketing Communications theory; part II is the analysisof the management and marketing strategy in the Chinese medicine andhealthcare corporation; part III is the design of Chinese medicine andhealthcare corporations IMC model; part IV is conclusion anddevelopment direction. |
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| Keywords: | Chinese Medicine and Healthcare Corporation IntegratedMarketing Communications (IMC) Strategy Clues |
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