信息时代的到来，企业与顾客的互动关系正经历着深刻的变化，整合营销有着深刻的社会背景和现实需求。一方面，企业营销管理者认识到市场的变化，如消费者的个性化、信息与购买的多样化等，纷纷根据自己的立场或目的执行营销机能，人们不得不重新考虑怎样才能使企业与利害关系 The arrival of the information age, business and customer interaction is undergoing profound changes, integrated marketing has a profound social background and realistic needs. On the one hand, corporate marketing managers recognize that changes in the market, such as the individualization of consumers, the diversification of information and purchases, have each implemented marketing functions according to their own positions or purposes, and one has to reconsider how one can bring business and interest relationship