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研究探讨了整合营销传播的特性、发展层次及一般方法,并从我国的实际出发,提出了具有中国特色的整合营销传播模式的构建方法。
It studies and discusses the characteristics, level of development and general methods of integrated marketing communication. Based on the reality of our country, this paper puts forward the construction method of integrated marketing communication mode with Chinese characteristics.