“整合营销传播”系列讲座之三 如何成功地实施IMC(下)

• 作 者: 朱翊敏 卢泰宏
• 出 处: 广告大观
• 发表日期: 1997年01期
• 关键词: IMC 消费者 整合营销传播 代理公司

三、营销模式的转换从营销规划系统来看,传统的营销是典型的由内而外导向的规划模式。其基础来自公司内部对营销甚至利润目标设定的财务分析。其基本的营销思考过程如下左图所示。而IMC则是采用完全不同的由外而内的规划模式,即先从消费者(或潜在客户)着手,努力找出他们的需求,然后再针对其需求找出他们所需的产品(或服务)。对消费者展开宣传的目的,是正确地将讯息传达给他们。

Third, the conversion of marketing model From the marketing planning system, the traditional marketing is a typical planning model from the inside out. It is based on a financial analysis of the company’s internal marketing or even profit goals. The basic marketing thinking process is shown below left. The IMC, on the other hand, uses entirely different planning patterns from the outside, starting with the consumer (or potential customer), trying to find out what they need and then finding the product (or service) they need ). The purpose of advertising to consumers is to convey the message to them correctly.