發(fā)布時間：2018-02-15 12:22

  本文關(guān)鍵詞： 整合營銷溝通 品牌 渠道　出處：《首都經(jīng)濟貿(mào)易大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：2012年，由于國家對房地產(chǎn)和基礎(chǔ)建設(shè)的調(diào)控，中國市場的卡車產(chǎn)銷量都出現(xiàn)了較大程度的下滑，進口品牌卡車的銷量逆勢小幅度增長理性的投資環(huán)境下，中國市場消費者對高質(zhì)量和高效率的重視給進口品牌卡車提供了一個機會和一個更大的舞臺 消費者不再簡單的只注重購車成本，而是把購車看做是一種投資，并看重投資回報率消費者的觀念變化會對市場造成了巨大的影響，成為推動市場調(diào)整的源動力 進入21世紀(jì)，，隨著信息技術(shù)的高速發(fā)簪發(fā)展，溝通工具和媒體有了創(chuàng)新性的變化，溝通手段和渠道不斷的擴大，營銷溝通對市場的影響力也逐漸擴大多元化的營銷工具和渠道也隨著市場的變化而不斷發(fā)展并廣泛的應(yīng)用到越來越多的產(chǎn)品和行業(yè)上 本文希望通過對整合營銷溝通的研究和分析對梅賽德斯-奔馳卡車在激烈的競爭市場及變化的市場環(huán)境中，如何更有效地使用所有溝通工具達到更好的營銷溝通效果提出合理化的建議及實施策略 在撰寫本文的過程中筆者參考了國內(nèi)外學(xué)者近些年來對整個營銷溝通的研究文獻，借鑒了主流的研究理論，結(jié)合梅賽德斯-奔馳卡車在中國市場的營銷實例，對整合營銷溝通在進口品牌卡車公司的實踐進行了探索文中通過公司運營實例，探討了數(shù)據(jù)庫客戶評價客戶接觸點渠道和營銷溝通的效果測量的實踐意義及策略 在競爭日趨激烈的進口卡車中，梅賽德斯-奔馳希望以整合營銷溝通的策略為支持，整合所有內(nèi)外部資源，從客戶的需求和期望入手，以期能夠更好的為中國市場的客戶提供更優(yōu)質(zhì)的產(chǎn)品和服務(wù)，并在激烈的競爭中繼續(xù)保持進而擴大自身的競爭優(yōu)勢
[Abstract]:In 2012, due to the state regulation of the real estate and infrastructure construction, truck production and sales China market have a greater degree of decline, imported brands of truck sales contrarian small increase rational investment environment, China market of consumers for high quality and high efficiency as provides an opportunity and a bigger the stage for imported brand truck
Consumers no longer simply focus on the cost of buying cars, but regard buying cars as an investment, and pay much attention to the rate of return on investment. The change of consumers' attitudes will have a huge impact on the market and become the driving force of market adjustment.
Entered in twenty-first Century, along with the rapid development of information technology development, communication tools and media have changed the innovation, communication means and channels to expand marketing communication, the influence on the market is gradually expanding diversified marketing tools and channels are also changing with the market development and widely applied to more and more products and industry on
This paper hopes to research and analysis of integrated marketing communication for Mercedes Benz truck in a competitive market and drastic changes in the market environment, and put forward reasonable suggestions on how to effectively use all communication tools to achieve better marketing effectiveness and implementation strategy
The research literature in the course of writing this article the author reference the domestic and foreign scholars in recent years on the whole marketing communication, a reference to the research of the mainstream theory, combined with the Mercedes Benz truck in China marketing for example, integrated marketing communication of the company's operations through examples in the practice of imported brands of the Truck Company, and the practical significance discussion on the strategy of customer evaluation database of customer channels and marketing communication effect measurement points of contact
In the increasingly fierce competition of imported truck, Mercedes Benz hope for support to integrated marketing communication strategy, integrate all internal and external resources, starting from the needs and expectations of the customers to provide more quality products and services in order to better serve China market customers, and continue to maintain and expand its competitive advantage in the in the fierce competition

【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.471

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相關(guān)期刊論文 前2條

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2 黃升民;楊雪睿;;碎片化:品牌傳播與大眾傳媒新趨勢[J];現(xiàn)代傳播;2005年06期

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