21世纪是一个信息技术支配的新经济时代。在由消费者支配的互动式的市场中,陈旧的营销和营销传播无法满足公司或顾客,消费者和潜在消费者的需要,整合营销传播(Integrated MarketingCommunications,下简称IMC)才是新千年的营销传播的主流,这是一种对旧制度和老观念去芜存菁的新概念。但是这种“以受众为焦点”取代“以产品为焦点”的新观念,从“由内而外”到“由外而内”的思想转折如何行之有效,IMC The 21st century is a new economic era dominated by information technology. In an interactive market dominated by consumers, outdated marketing and marketing communications can not meet the needs of companies or customers, consumers and potential consumers. Integrated Marketing Communications (IMC) is the marketing of the new millennium The mainstream of communication is a new concept of eliminating the old system and old ideas. However, this new concept of “focusing on the audience” instead of focusing on the product focuses on how effective the transition from “inside out” to “from inside out” IMC