1. 数字时代的营销机会和挑战

  中国市场环境的变化

  数字时代的机会和挑战

  消费者需求和行为的多元

  整合营销是发展的必然趋势

2. 从4P到整合营销

  营销的演变和分类

  营销组织的发展和变化

  整合营销的概念和特点

3. 以消费者为导向的营销策略

  消费者细分

  从消费者的需求出发

  以品牌价值和定位为基础

4. 线上和线下活动的融合

  传统媒体

  付费媒体

  自有媒体

  赚来的媒体

  线下和线上活动的整合

5. 整合营销的评估是关键

  KPI设定

  数字挖掘

  营销策划闭环

Program Outline：

1. The market opportunities and threats in digital era

  China market environment changes

  The opportunities and threats from digital time

  Diversified consumer needs and value

  IMC would be the trend to cope with the complex

2. From 4Ps to IMC

  Marketing evolution and classification

  Types of marketing organization

  IMC concept, principles and features

3. Consumer based IMC strategy

  Consumer segments

  From the unmet needs to develop the strategy

  The brand value is the anchor of communication

4. Incorporate the online and offline activities

  Traditional media

  Paid media

  Own media

  Earned media

  Integration of online and offline activities

5. Evaluation is the key

  KPI setting

  Data mining

  Closed cycle of marketing plan

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