IMC(Integrated Marketing Communication),即整合营销。是指以消费者为核心重组企业行为和市场行为,综合协调地使用各种形式的传播方式,以统一的目标和统一的传播形象,传播一致的产品信息,实现与消费者的双向沟通,迅速树立产品品牌在消费者心目中的地位,建立产品品牌与消费者长期密切的关系,更有效地达到产品传播和产品行销的目的。 整合营销强调从与消费者沟通的本质意义展开促销与营销活动,主张将广告、公关、直销等各种推广宣传工具有机地组合,以促成消费者最大程度的认知。IMC的整合可以从横向与纵向两 IMC (Integrated Marketing Communication), that is, integrated marketing. Refers to the consumer as the core of the reorganization of corporate behavior and market behavior, comprehensive and coordinated use of various forms of communication, with a unified goal and a unified communication image, the dissemination of consistent product information, and consumers to achieve two-way communication, rapid Establish product brand position in the minds of consumers, establish long-term relationship between product brands and consumers, and more effectively achieve the purpose of product dissemination and product marketing. Integrated marketing emphasizes promotion and marketing activities in the essential sense of communicating with consumers, and advocates organically combining various promotional and advertising tools such as advertising, public relations and direct marketing so as to promote consumers’ maximum awareness. IMC integration can be horizontal and vertical two