论整合营销传播在电信业的应用研究
摘要
整合营销传播是指通过综合效果的整合，向客户和潜在客户提供清晰一致的信息，以发挥最大的传播效益。通过实施整合营销传播，企业知道把信息传递给谁、传递什么信息、并保持信息的一致性，同时使企业能够与客户维持良好的关系，让企业的预算发挥功效，以更低的成本创造更大的品牌资产。最终使企业达到：
1.企业长远规划与近期活动的整合；
2.降低交易成本，实现传播效果的最大化；
3.有利于企业的长期和可持续发展。
中国加入WTO后，电信企业面临的竞争环境将发生巨大的变化，作为曾经是天然垄断的中国电信，在经过一系列的改制后，如何在困境中求生存，求发展，如何尽快提高企业对市场的应变能力，尽快适应入世带来的冲击已经成为中国电信的首要任务。本文的选题正是研究如何运用整合营销传播对中国电信进行营销流程再造、重建营销模式、提高企业的营销水平、提高企业的竞争能力进行分析研究。
本文采取了对中国电信现有营销体系进行利弊分析的方式，对于中国电信在整合营销传播的规划上，给予了以下建议：建立跨部门的整合营销传播机制、充分利用消费者数据库并依据品牌忠诚度对消费者分类并采取对应策略、重视“超级大客户”的经营、深入了解各传播工具的特色、创造企业的品牌价值等。
研究的目的：
1.理论方面，探索整合营销传播理论在中国应用所需注意的问题；
2.在实践方面，通过对中国电信的营销模式的分析，提出对于中国电信采用整合营销传播的合理化建议。
Research of Integrated Marketing Communication for China Telecom
Integrated Marketing Communication aims to convey clear and conformable information to our current and potential customers through integration of synthetic effects to maximize the function of communication. By means of integrated marketing communication, enterprises know to whom and what kind of information they convey under conformity of information. Meanwhile, it enables enterprises maintain a good relationship with customers and make full use of the budget so as to create maximized assets of brand at lowest cost. Through integrated marketing communication ,following achievements will be made ultimately:
1. 1. The integration of Ads, promotions, direct sales and public relationships renders the information easier for related parties to under stand.
2. 2. The maximization of communication effects enables the members of the organization and the business activities to make some improvements.
3. 3. Less transaction cost is made possible.
4. 4. More efficient communication between related parties.
After China's entry to WTO, great changes have taken place in telecom' business environment. How to meet the challenges and survive from such changes through reforms has become telecom enterprises main task. The aim of the thesis is to make some research and analysis on how to recreate the marketing methods and on how to make some improvements in the enterprise's marketing skill and competency.
In this paper, the marketing system of Telecom is fully analyzed by means of advantage-disadvantage method. Considering the designing and planning of the integrated marketing communication for China Telecom, following advices are given:
To establish an integrated marketing communication mechanism which function in various departments.
To differentiate the customer by different brand loyalties depending on full use of consumer database.
To focus on the relationship maintenance with "super key client".
To deeply understand the characteristics of various communication media.
To generate enterprises' brand values.
The aim of the research:
1. 1. To theoretically bring forth the issues arising when the theory is applied in China.
2. 2. To practically bring forward feasible advice for China's Telecom by analyzing its marketing method.
1.企业长远规划与近期活动的整合；
2.降低交易成本，实现传播效果的最大化；
3.有利于企业的长期和可持续发展。
中国加入WTO后，电信企业面临的竞争环境将发生巨大的变化，作为曾经是天然垄断的中国电信，在经过一系列的改制后，如何在困境中求生存，求发展，如何尽快提高企业对市场的应变能力，尽快适应入世带来的冲击已经成为中国电信的首要任务。本文的选题正是研究如何运用整合营销传播对中国电信进行营销流程再造、重建营销模式、提高企业的营销水平、提高企业的竞争能力进行分析研究。
本文采取了对中国电信现有营销体系进行利弊分析的方式，对于中国电信在整合营销传播的规划上，给予了以下建议：建立跨部门的整合营销传播机制、充分利用消费者数据库并依据品牌忠诚度对消费者分类并采取对应策略、重视“超级大客户”的经营、深入了解各传播工具的特色、创造企业的品牌价值等。
研究的目的：
1.理论方面，探索整合营销传播理论在中国应用所需注意的问题；
2.在实践方面，通过对中国电信的营销模式的分析，提出对于中国电信采用整合营销传播的合理化建议。
Research of Integrated Marketing Communication for China Telecom
Integrated Marketing Communication aims to convey clear and conformable information to our current and potential customers through integration of synthetic effects to maximize the function of communication. By means of integrated marketing communication, enterprises know to whom and what kind of information they convey under conformity of information. Meanwhile, it enables enterprises maintain a good relationship with customers and make full use of the budget so as to create maximized assets of brand at lowest cost. Through integrated marketing communication ,following achievements will be made ultimately:
1. 1. The integration of Ads, promotions, direct sales and public relationships renders the information easier for related parties to under stand.
2. 2. The maximization of communication effects enables the members of the organization and the business activities to make some improvements.
3. 3. Less transaction cost is made possible.
4. 4. More efficient communication between related parties.
After China's entry to WTO, great changes have taken place in telecom' business environment. How to meet the challenges and survive from such changes through reforms has become telecom enterprises main task. The aim of the thesis is to make some research and analysis on how to recreate the marketing methods and on how to make some improvements in the enterprise's marketing skill and competency.
In this paper, the marketing system of Telecom is fully analyzed by means of advantage-disadvantage method. Considering the designing and planning of the integrated marketing communication for China Telecom, following advices are given:
To establish an integrated marketing communication mechanism which function in various departments.
To differentiate the customer by different brand loyalties depending on full use of consumer database.
To focus on the relationship maintenance with "super key client".
To deeply understand the characteristics of various communication media.
To generate enterprises' brand values.
The aim of the research:
1. 1. To theoretically bring forth the issues arising when the theory is applied in China.
2. 2. To practically bring forward feasible advice for China's Telecom by analyzing its marketing method.
引文
著作图书文献:
[1]于建原主编：《营销管理》，西南财经大学出版社，1999年5月
[2]项润、高媛主编：《全员营销——非营销部门的营销管理》，企业管理出版社，1996年1月
[3]宁昌会主编：《整合营销》，湖北人民出版社，2000年1月
[4]付路阳、王永新等主编：《关系营销》，企业管理出版社，1995年1月
[5]陈鹏、姚晓娜等主编：《市场提升》，企业管理出版社，1999年4月
学位论文参考文献:
[1]陈德发、黄玫青：《整合行销传播模式之研究－以直销为例》，台北大学，2001年
[1]于建原主编：《营销管理》，西南财经大学出版社，1999年5月
[2]项润、高媛主编：《全员营销——非营销部门的营销管理》，企业管理出版社，1996年1月
[3]宁昌会主编：《整合营销》，湖北人民出版社，2000年1月
[4]付路阳、王永新等主编：《关系营销》，企业管理出版社，1995年1月
[5]陈鹏、姚晓娜等主编：《市场提升》，企业管理出版社，1999年4月
学位论文参考文献:
[1]陈德发、黄玫青：《整合行销传播模式之研究－以直销为例》，台北大学，2001年