摘要
品牌包含的信息具有多样性,消费者接触品牌的机会多种多样,同时消费者对品牌的了解来自他们接触到的各类信息的综合,这一切都在客观上要求企业运用多种传播方式将丰富的品牌信息准确、系统地传递给消费者,即企业对品牌要进行整合营销传播。
The brand includes is various,the chance that the consumer contacts the brand is various.At the same time ,the consumer's knowledge about brand comes form a conbination of many sorts of information that they can contact,objecttively speaking,it is required that company should apply many kinds of communication way to conduct abandunt information about brand to consumers concisely and systematically,it is equally to say that we should condult IMC on brand.
出处
《物流科技》
2003年第6期34-36,共3页
Logistics Sci-Tech
关键词
品牌信息
整合营销传播
消费者
接触点
企业
Information of brand
characteristic contact of brand
IMC
core worth of brand
