| 对百事可乐整合营销传播的分析及思考 |
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| 引用本文： | 宋捷.对百事可乐整合营销传播的分析及思考[J].山西广播电视大学学报,2010,15(6):70-72. |
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| 作者姓名： | 宋捷 |
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| 作者单位： | 北京第二外国语学院,北京,100024 |
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| 摘 要： | 随着经济全球化，整合营销传播（Integrated Marketing Communications，IMC）得到越来越广泛的应用。通过对百事（中国）投资有限公司在中国市场整合营销传播成功运作案例分析，研究整合营销传播理论和方法在企业品牌树立中的作用，并对案例经验加以总结，得出企业运用整合营销传播的有益启示。
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| 关 键 词： | 整合营销传播 百事可乐 广告传播 公共关系 跨媒体营销 网络营销 |
Analysis and Reflection on the Integrated Marketing Communication of Pepsi Cola |
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| Song Jie.Analysis and Reflection on the Integrated Marketing Communication of Pepsi Cola[J].Journal of Shanxi Radio & Tv University,2010,15(6):70-72. |
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| Authors: | Song Jie |
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| Institution: | Song Jie (Beijing Second Institute of Foreign Languages, Beijing, 100024 ) |
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| Abstract: | With the development of economic globalization Integrated Marketing Communication has had a more and more application. By analyzing the case of Pepsi Cola Investment Co. Ltd in China Integrated Marketing Communication, this paper studies the application of Integrated Marketing Communication theory and methods to foster the enterprise brand, sums up the experience of case, and draws the enlightenment to enterprise using Integrated Marketing Communication. |
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| Keywords: | Integrated Marketing Communication Pepsi Cola advertising propagation public relations cross media marketing net marketing |
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