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论文编号：	140
作者编号：	2120051974
上传时间：	2007/6/27 13:34:17
中文题目：	基于整合营销传播理论的娱乐营销
英文题目：	A study about recreation marke
指导老师：	韩德昌
中文关键字：	整合营销传播;娱乐经济;娱乐营销
英文关键字：	integrated Marketing Communica
中文摘要：	随着知识经济时代的到来，人们的思维方式、工作方式甚至生活方式发生了极大的变化。在日常生活中享受乐趣、消除精神压力越来越得到人们的关注。以娱乐为注意力和以乐趣导向为基础的娱乐经济在适应人们的娱乐趋向需求的时代背景下应运而生。娱乐经济的繁荣导致并促进了娱乐营销的发展。 充分认识娱乐经济发展的趋势和规律，高度重视娱乐经济在现代化经济中的作用，自觉地发展娱乐经济并以此为手段参与市场竞争，是各行各业应该重视的现实问题。在此种娱乐经济的大背景下，娴熟运用营销手段、关注消费者需求变化，在营销活动中导入娱乐的成分，实施娱乐营销，将成为营销发展的新趋势。 本文的主要构想是在各企业的产品功能和服务效能差异日益缩小的今天，寻找一种可以应用于娱乐营销实践中的理论。而整合营销传播作为一种把营销与传播全面结合在一起的理论，对营销界有着长远和深刻的影响。本文的主要思路是将整合营销的思想贯穿于娱乐营销的每个环节，从各个利害关系群体(观众、广告客户、竞争对手、政府等)的角度出发，通过形象识别系统营销方式的选择建立一致的、独特的形象，并利用一切资源通过各种媒介用“一个声音、一种形象”与目标受众建立双向的、深入持续的沟通，使企业品牌形象完整、一致的展现在各个利益群体的面前。 整合营销传播理论的引入是建立娱乐品牌的需要。要坚持整合营销传播理论，始终如一地从受众的需求出发，建立统一的娱乐品牌形象，拓展企业与各个利益群体的接触点，不断地实现完整的沟通，将反馈的结果融入适合的品牌策略中去，持续地优化和完善，将理论真正的落到实处。 本文的创新之处在于将整合营销传播引入到企业的娱乐营销研究之中，讨论企业在进行娱乐营销时怎样采用整合营销传播的理论，将广告、公关、促销、消费者购买行为乃至员工沟通等因素看成一个整体，进行重新整合，贯穿于娱乐营销的整个过程。
英文摘要：	Along with knowledge economy time arrival, people's way of thinking and working style or even the way of life changed dramatically. Enjoys the pleasure in the daily life and elimination spirit pressure obtains people's attention. The recreation economy which base on attention and people’s fun-oriented emerge as the times require. It promotes the development of the recreation marketing. Realized the development trends of recreation economy and take it as a means to participate in market competition is real issues. In this background, skilful use of marketing tools and pay attention to consumer demand change and implement recreation marketing is becoming a new trend. The main idea of the thesis is to find one kind of theory which can be used in recreation marketing. As a theory combines marketing and communication Integrated Marketing Communication (IMC) has a far-reaching impact on marketing. The thesis is to put the theory of IMC throughout every aspect of the recreation marketing and think over all interest groups (audience, advertiser, competitor) and establishing bidirectional communication with customer to establish a coincident and inimitable corporation image. It needs IMC to establish recreation brand. So corporation should adhere to the use of IMC and think from the customer’ needs to establish uniform brand image and perfect the communication with interest groups. The innovation of this thesis is combining the theory of IMC and recreation marketing to research how to integrate advertisement, public relations, promotion, customer buying behavior and communication with staff.
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