整合营销传播主要是企业在经营的过程中,从由外而内观点出发,为了和利害关系者实施有效沟通,从而以营销传播管理者为主体实行的传播战略,其对于企业市场营销有重要的价值。本文主要围绕整合市场传播优势进行分析,探究其对于企业组织的益处,以及其本身存在的批判性特征。 Integrated marketing communication is mainly in the process of business management, starting from the outside and from the point of view, in order to implement effective communication and stakeholder, so as to marketing and communication managers as the main implementation of the communication strategy, which is important for corporate marketing value. This article focuses on analyzing the advantages of integrating market communication, exploring its benefits to business organizations and its own critical features.