继4P营销组合理论产生之后,相继出现了6P、7P、11P、4C、3R、4R、4V、4S、4E等营销组合新理论。这些新理论,一方面开拓了企业营销决策的视野,另一方面也造成了企业营销操作的迷茫。本文在明确各种营销组合之间的关系基础上,提出了集成化营销组合的概念,构建了相应的概念模型,并提供了该模型的应用思路。 Following the 4P marketing combination theory, there have been 6P, 7P, 11P, 4C, 3R, 4R, 4V, 4S, 4E and other new marketing mix theory. These new theories, on the one hand, have broadened the vision of corporate marketing decision-making, on the other hand, they have also caused the confusion of corporate marketing operations. On the basis of clarifying the relationship among various marketing mixes, this paper proposes the concept of integrated marketing mix, constructs the corresponding conceptual model and provides the application of this model.