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论文编号：	425
作者编号：	2120062335
上传时间：	2008/6/11 15:32:15
中文题目：	中国大学校园整合营销传播策略研
英文题目：	A Study on the Chinese Univers
指导老师：	申光龍
中文关键字：	合营销传播；校园营销；利害关系
英文关键字：	Integrated Marketing Communica
中文摘要：	自上世纪九十年代中期以来，中国大学规模急剧扩张。据统计，目前在校中国大学生的数量已经超过2500万人。同时，随着社会经济的飞速发展，中国大学生的消费观念日益更新，消费层次和需求不断提高。 作为社会未来的精英和中坚力量，中国大学生的消费行为、特点和方式，具有一定的示范作用，将引领整个社会中青年人的趋向。这都决定了中国大学校园作为一个新崛起的消费市场，将越来越成为企业战略布局和市场营销的重要战场，因此研究校园营销策略显得非常必要。 整合营销传播作为近年来发展最快、最受重视的营销理论，吸收了其它学科的相关思想理论及方法，在环境因素和创新意识的驱动下，形成了独特的理论体系。它以相关利害关系者为中心，强调了传播的多变性、互动性，有效整合配置营销资源，发挥最大的传播效益。本研究即主要以整合营销传播这一先进的营销理论为基础，展开校园营销策略的相关研究。 在此基础上，本研究介绍了中国大学校园市场的现状以及发展趋势，具有自己独特的特点，比较封闭、容量庞大、延续性强和文化独特。论述了校园整合营销传播策略的建立与操作，论述了校园整合营销传播策略的设计原则和概念模式， 本研究在分析了当前中国大学校园的现状、发展趋势和概念模型之后，具体论述校园市场的利害关系者的定位和构成，并着重分析包括大众媒体、校园媒体和互联网在内的校园间接利害关系者，同时提出如何建立大学校园利害关系者数据库。 根据校园整合营销传播策略的概念模式，具体分析了校园整合营销传播的品牌定位管理，具体分析了离线校园整合营销传播策略和在线校园整合营销传播策略。 最后，作为具体的案例分析，本研究对伊利集团的大学校园整合营销传播策略进行了研究。
英文摘要：	From the 1990s of last century, the numbers of Chinese university increase largely. According to a statistics, the number of students in universities has been over 25 million now. At the same time, the consumptive concepts of Chinese university students are changing day after day and their consumptive levels and requirements are becoming higher and higher as the rapidly developed social economy. As the main consumptive groups of the future, the behaviors, features and styles of consumption are regarded as examples of youngsters that can lead the trend of the whole society. All these elements make the university market a newly built consumptive market. It will gradually become an important battlefield of the strategic blueprint and marketing of enterprises. Therefore, it is necessary for us to make a research about the university marketing strategy. Integrated Marketing Communications is the mostly developed and regarded marketing theory of recent years. It absorbs the related theories and methods of other subjects and forms its unique theoretical system on the basis of the current environment and the driving forces of creative sense. Integrated Marketing Communications consider the related benefit relations as the center and strengthen the variability and interaction. It integrates marketing resources efficiently which brings the biggest spreading effects. This study is based on the Integrated Marketing Communications theories and it makes researches about the relative university marketing strategies. On this foundation, this study states the design, operation, principles and framework of university integrated marketing communication strategy. It analyzes the positioning management and university integrated marketing communication strategy. Chinese university market has its own features. It is close, large-scaled, long-lasted and characteristic. The consumptive behaviors of Chinese students are rational, emotional and brand-related. They have their own things in study consumption, living consumption, leisure consumptive and communicative consumption. Firstly, this study analyzes the scales, current situations and development trends of universities. Secondly, it specifies the positioning and constitution of the related persons in university market. Thirdly, it focuses on the mass media, campus media and internet media which have influences in university market. At the same time, it puts forwards how to set up a database of these relations. In the end, this study provides a specific case of Yili Industrial Group Co., Ltd. whose university integrated marketing communication strategy is used here to offer some actual examples.
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