| “新媒渠”:基于整合营销传播理论的创新模式 |
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| 引用本文： | 雷鸣,匡聪,谭玉婷.“新媒渠”:基于整合营销传播理论的创新模式[J].华南理工大学学报(社会科学版),2012(4):15-19,24. |
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| 作者姓名： | 雷鸣 匡聪 谭玉婷 |
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| 作者单位： | 华南理工大学工商管理学院,广东广州510640 |
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| 摘 要： | "新媒渠"是信息流、商流、物流和资金流"四流合一"的全新商业模式。本文在文献研究的基础上,对"邓老凉茶"的"新媒渠"之路进行了深入分析。本文认为"新媒渠"真正做到了以顾客需求为导向并能够适应当前的环境变化,它成为整合营销传播的一个新方向。
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| 关 键 词： | 新媒渠 整合营销传播 创新 |
"New-media-channel":an innovative model based on integrated marketing communication theory |
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| LEI Ming,KUANG Cong,TAN Yu-ting."New-media-channel":an innovative model based on integrated marketing communication theory[J].Journal of South China University of Technology(Social Science Edition),2012(4):15-19,24. |
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| Authors: | LEI Ming KUANG Cong TAN Yu-ting |
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| Institution: | (School of Business Administration,South China University of Technology,Guangzhou 510640,Guangdong,China) |
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| Abstract: | "New media channel" is a new business model which integrated with Information flow,business flow,logistics flow and capital flow.In this paper,we conducted an in-depth analysis on the New media channel of Emblem Township tea on the basis of a literature study.We argue that new media channel is truly customer demand-oriented,which is also able to adapt to the current changes in the environment.It became a new direction for integrated marketing communication. |
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| Keywords: | new-media-channel integrated marketing communication innovation |
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