整合营销传播理论适用性比较分析

针对中国的具体情况,各企业应该根据自身状况以及所处行业现状,综合分析其实施整合营销传播的得与失,从而做出符合现实情况的策略决定。对于中国企业而言,整合的作用究竟有多大,整合的前景究竟是怎样,只有根据行业特点及自身实力对整合营销传播进行“本土化”的适应,适当利用整合营销传播在中国的适用性,克服其非适用性,才能找到明智的答案。

Research on Applicability and Non-applicability of IMC

In the light of the concrete circumstance of China,each business enterprise should,according to one's condition and present condition,analyze synthesically the gain and loss of fulfilling the IMC.So the decision that matches the realistic cucuamstance can be made for Chinese business enterprises' the effect of IMC and the prospect of IMC.Only through the profession characteristics and one's real strength,the IMC can be adapted by the localization,adequately make use of the applicability of IMC,overcome its non-applicability and meet their wise answers.