集群企业特征与整合营销传播--基于集群企业的实践

摘要

作为一种创新的营销理论和工具，整合营销传播( IMC)已为学术界和企业界普遍关注和运用。研究以青岛、海宁和常熟三地的集群企业为样本，用实证研究方法，就集群企业特征与其IMC工具的整合运用进行研究。研究表明，集群企业特征，如企业规模、市场定位、贸易范围、经营类型等均与其IMC工具运用的多寡具有正相关关系，其中企业规模与企业IMC工具运用的正相关性最为显著。%As an innovative marketing theory and tool, integrated marketing communication( IMC) has been widely concerned and used in the academia and business circles. Using the samples of Qingdao, Haining and Changshu industrial clusters, this article study the relationship between the characteristics of industrial clusters and the using of its IMC media by empirical methods. Re-search shows that the related characteristics, including the firm size, market positioning, busi-ness scope, operating type, have a positive correlation with the frequency of the using of its IMC tools, and the relationship between the firm size and the using of the IMC tools is the most signifi-cant.