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论文编号：	1693
作者编号：	041892
上传时间：	2010/5/24 15:33:58
中文题目：	基于整合营销传播的网络组织管理体系研究
英文题目：	A Study on the Network Organization Management System: Based on Integrated Marketing Communications
指导老师：	申光龍
中文关键字：	整合营销传播，网络组织，利害关系者
英文关键字：	Integrated Marketing Communications, Network Organization, Stakeholders & Interest Groups
中文摘要：	在异质的、竞争加剧、信息技术驱动的市场环境下，网络组织能克服传统组织不够高效灵活的弊病，强调创新与双赢，具有动态和柔性，能够适应复杂多变的市场环境，但从官僚组织模式发展起来的传统的管理体系已不能适用于网络组织，而整合营销传播是一种管理新范式，注重利害关系者的需求，以与利害关系者建立并维持良好关系为目标，强调反应能力，使得企业能够适应动态环境，获得持续性竞争优势，两者的结合将提升网络组织的竞争优势，同时促进IMC应用的发展。 本研究的出发点是结合整合营销传播战略思想与网络组织，围绕整合营销传播的战略思想整合与传播为中心，全面阐述了网络组织的整合营销传播战略模式、实施模式和传播策略，并以整合营销传播的战略思想2R的核心关系与反应模式为出发点，详细论述了网络组织的关系管理体系和快速反应能力管理体系。 本研究从现存文献的研究和个人的逻辑类推及评论展开分析，通过网络组织、利害关系者及IMC理论的文献研究，以现有诸学说及评价为基础，设定了分析方向和研究模式。分析了整合营销传播战略框架后，指出整合营销传播战略的核心在于整合和传播，根据网络组织的组织特性，提出了应用整合营销传播战略的模式，构建了网络组织的IMC实施模式和传播策略。在四、五两章分别对网络组织的关系能力管理和反应能力管理进行了详尽的阐述，包括网络组织利害关系者的类型、对其期望的整合、传播策略和利害关系的扩展，网络组织构建快速反应能力的组织保障和相应的管理体系，指出了建立并维护利害关系需要构建快速反应机制，同时，快速反应机制促进了网络组织核心竞争力的发展。本文完善了网络组织理论，并对网络组织基于IMC的管理体系这个理论空白点做了一定的补充，对网络组织基于IMC的管理实践有一定的指导意义。
英文摘要：	The international economy is developing towards the global market inevitably, the new knowledge-based economy require enterprises a new organizational mode, in that condition the network organization has emerged. The network organization has broadened a new economy space in the past years. In the United States, Japan and other developed countries, the network organization has combined the highly developed information technology with the innovative enterprises. However, the study on network organization still remain in a preliminary stage, the research on network management system is insufficient. Meanwhile, the Integrated Marketing Communications (IMC) theory brought the academicals, the business field a new way of thinking for enterprise integration resources to create competitive advantages a new strategic perspective. This study is to explore the implementation of network organizational IMC strategy, the establishment of management model. This thesis has carried on the overall discussion on the base of definition and characteristic of network organization, stakeholder and IMC theory. At first, on the base of theory view we set the research mode. Then we discuss the network organization integration and communication mode on the base of IMC after combining the characteristics of the network organizations and the IMC theory. According to the 2R theory, we analyze the type of stakeholders of network organizations to set the integration and expansion management mode of different stakeholders. And we discuss how to construct quick response mechanism within network organization to develop the competitive ability. To maintain the relation with stakeholders needs quick response ability. Meanwhile, quick response ability promotes the competitive ability of network organization. The thesis has perfected IMC theory and did supplement to theory gap of IMC management mode, there is certain contribution to construct network organization management system and IMC management practice.
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