商务印书馆与整合营销传播——从观念更新到营销传播体系再造.docx

ABSTRACT
ThiS thesis will conduct a case study of the famous Chinese publisher-mercial Press and explore the necessity and feasibility of restructuring its rmmication system with IMC(Integrated munication) strategies.
The development ofmarket forms in the 20th century has 1ed to the revolutionary change of the marketing ,the publishing industry in our COUrt时has not yet grown out of t}1e product economy mode as a whole and stilI show obvious
characteristics of a product oriented economic mode in which the marketing
communication mode is alSO product oriented as corresponding to the traditional market Press is facing challenges as well as opportunities in
the transition from the old system to the IMC mode with the
central orientation being directed towards stakeholders should be a strategic choice of the iS fundamentally in accordalice with the historical tradition of the CP
Brand.
The IMC mode of the CP embraces the basic elements of prehensive IMC basic idea ofthe proposed mode iS to enhance the relations between the CP and its readers and other stakeholders t/rou曲integrating orientation consistency,
munication and responsible cultivate the CP Brand
loyalty,and to finally form the brand assets to strengthen and enhance the core
competitive capability.
This thesis wilI explore how the CP put IMC into ,the CP has to
streamline anizational structure and restructure and strengthen its marketing
communication anizational structure should be established to
integrate the functions of the munication sections and operational
sections,which means a anizational structure that is highly integrated,
resource sharing。consistent and flexible with the眦manager at the center.
Secondly,the IMC plmarring should center on也e petitiveness of也e
brand in conducting munication the CP should
give more emphasis to Integrated core point ofwhich is