互动式整合营销传播在供应链管理中的应用模式研究

摘要

基于互动媒体、数据库及利害关系管理的互动式整合营销传播(Interactive IMC)已经成为非营利组织创造价值、获得资源的重要战略手段.在阐述互动式营销传播的基础上,引入了供应链的价值模式,最后详细分析了互动式整合营销在供应链管理中的运用.%Due to the developing information technology (IT) and Internet, integrated marketing communications achieves new breakthrough in academic and professional fields and the environment of corporate supply chain management has been profoundly changed. Moreover, interactive IMC, based on interactive media, database management and relationship management, has already become an important strategic means that non-profit organizations create value and obtain resources. In this paper, we first explained the features of Interactive IMC and then introduced the value activity model of a supply chain. Finally, we discussed in detail how to apply interactive IMC to supply chain management.