從關係管理的觀點探討整合行銷傳播

An Empirical Study on Integrated Marketing Communication: A Relationship Management Approach

10.6656/MR.2001.20.4.CHI.29

方世榮(Shyh-Rong Fang)

整合行銷傳播 ； 關係管理 ； 一致性 ； Integrated Marketing Communication IMC ； Relationship management ； Consistency

管理評論

20卷4期（2001 / 10 / 01）

29 - 64

繁體中文

本研究從關係管理的觀點探討整合行銷傳播的運作，包括公司內部因素、與外部公司的夥伴關係及科技應用等因素的影響作用，並以前200大的廣告主作為實證的對象。重要的研究發現包括：關係管理（內、外部關係）確實會影響IMC的運作及IMC的績效。此外，IMC效果是長期的，因此選擇代理商應應重其與本公司企業文化是否相符。再者，企業不應以個別品牌或創意行銷為滿足，而需長期傳播給消費者有關公司一致性的形象與訊息。

From the viewpoint of relationship management, this research tried to figure out the operation of integrated marketing communication (IMC) and the linkage between organizational internal factor; external partnership and technology application. Top 200 advertising accounts are chosen as the sample of the study. Three major findings are concluded from empirical analysis. Relationship management does influence IMC's operation and performance. In addition, the effect of IMC takes long time to practice. Companies thus should consider agent's organizational culture to see whether it is compatible with company's own culture. Moreover, firms should not feel content of its famous brand image or creative marketing acts. They need to keep delivering a consistent image and information to customers.

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