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1、摘 要本文主要介绍中国移动通信公司动感地带品牌经营概况,研究中国移动围绕动感地带这一品牌所进行的市场运作以及产生的经营效果,通过对市场细分，消费者调查，以及广告，价格等一系列因素的整合营销方案来研究“动感地带”成功的原因，以及“动感地带”整合营销运用方法以及必要性和效果分析等，从这些方面来了解整合营销的特点和“动感地带”品牌的强势。随着通信技术的飞速进步和电信市场的不断开放，随着感性消费和个性消费时代的到来，传统的营销方式已经不合时宜，让位于适应市场发展潮流的整合营销。中国电信运营业也很快适应了这些新形势下的巨大变化，中国移动作为国内致力于移动通信发展的通信运营，很快启动了“动感地带”，之后通
2、过整合营销传播(IMC)，将其品牌的文化内涵 原创，个性，探索与其客户(年轻一族)追求和向往的独立、时尚与个性很好地结合起来，使M-ZONE不仅成为一个年轻通信品牌，还要成为一个时尚品牌，成为一个“只属于年轻人的通信与流行文化空间”，更使中国移动的霸主地位再次巩固。本文主要分为以下5个部分：第一部分是对整合营销传播理论的概述，包括整合营销理论的定义，整合营销传播理论在我国运用的背景，以及整合营销传播的层次和发展情况等，从理论入手，主要介绍了整合营销的产生及其研究情况，为下一部分分析作铺垫；第二部分是对“动感地带”的品牌，内容和特点极其发展情况做了介绍，又通过整合营销传播策略在“动感地带”推广的
3、体现做出了简单的介绍和分析；第三部分是对“动感地带”运用整合营销传播策略必要性作了具体的解释和分析，并将“动感地带”和竞争对手的一系列情况作了对比和分析，具体说明了整合营销的时代性，是适合当今时代发展和“动感地带”的特点的；第四部分对“动感地带”运用整合营销成功的一系列效果分析，主要包括品牌效果分析，消费者市场定位分析以及沟通效果分析和消费者满意度分析等。通过这些部分的分析来说明“动感地带”整合营销传播的成功之处；第五部分是对“动感地带”在发展中的不足做出总结，并且分别在部分和总体方面提供了一系列建议。关键词：整合营销传播；业务品牌；消费者；动感地带AbstractThis article m
4、ainly introduces China mobile Companys product M-Zones general sales situation, studies China Mobiles market operation and the sales effect of it towards the product M-Zone. It Studies the reason of its success by the detailed divide of the market, consumers investigate, advertisements, price and so
5、 on. And M-Zone integrative marketing methods and necessity and analyses of the effect, etc. From these aspects, it helps to understand the characters of integrative marketing methods and the brand M-zones pre-eminent.Along with the rapid advance of the communication technology and the constant open
6、 of the telecommunication market, we are entering an era of Perceptual and individuality consumption. the traditional marketing method is unpopular, and the integration marketing methods take the place for it meets the market developing trend. China telecommunication business also adapt tremendous c
7、hanges in these new situations, China mobile, as the pioneer of mobile telecommunication, started the new product M-zone soon, then through the spread of integration marketing methods (IMC), combined well of the spirit of the brand, Original-design, characteristic, exploration and the clients (the y
8、outh) purchase and hope of Independent, fashion and individualism, makes M-zone not only a young telecommunication brand, but also a fashionable brand, a communication and cultural space which specially belongs to the youth. this firms the Leading position of China Mobile again.This article is mainl
9、y divided into the following 5 parts：Chapter 1 is the general introduction of Integrative marketing spread, including the definition of Integrative marketing spread, the practice background of Integrative marketing spread in our country, and the steps and developing situation of Integrative marketin
10、g spread, etc.Starts from the theories, it mainly introduced the emergence and developing and studding situation of Integrative marketing spread, to make an base for the next parts analysis；Chapter 2 is a introduction of the M-Zones brand, information and character and the developing situation. It s
11、tudies and the spread of M-zone reflected by Integrative marketing spread methods ,and make a simple introduction and analyses；Chapter 3 is a concrete explanation and analysis of the necessity on using of Integrative marketing spread methods. It makes a contrast and analyses in series of the situati
12、ons between M-Zone and its competitive rivals, concretely explained the popularity of Integrative marketing spread methods, suitable for the trend of nowadays development and the character of M-Zone；Chapter 4 a series of effect analysis on its success by integrative marketing spread methods, mainly
13、include brand effect analysis, consumers market fixation analysis and communication effect analyze and the consumers satisfaction analyzes etc.Through the analysis of these parts, it shows the success of the usage of Integrative marketing spread methods；Chapter 5 is a summary of the shortage on M-Zo
14、ne development, and it provides a series of suggestion separately for part and on general.Keyword: Integrative marketing spread；business brand；consumer；M-Zone目 录引 言11整合营销传播理论概述21.1 整合营销传播理论的内涵21.2 整合营销传播理论在我国运用的背景31.2.1市场权力重心的变化41.2.2信息技术的发展导致信息的多元化41.3 整合营销传播的层次51.4 IMC理论的发展阶段61.4.1 孕育阶段（20世纪80年代以前
15、）61.4.2 产生阶段（80年代）71.4.3 发展阶段（20世纪90年代）81.4.4 成熟阶段（21世纪）92 “动感地带”的现状分析102.1 “动感地带”的品牌介绍102.2 “动感地带”的服务内容和特点102.2.1 “动感地带”套装102.2.2 “动感地带”提供的服务112.2.3“动感地带”的特点112.3 “动感地带”整合营销传播策略的表现性112.3.1 营销传播协调一致122.3.2 全国性的促销活动132.3.3 让客户亲身体验132.3.4 产业链纵横联袂132.3.5 分兵布阵，组合工具143“动感地带”运用整合营销传播策略的必要性163.1 营销时代的变革163.2 整合营销策略要素和“动感地带”品牌的对合173.3竞争市场的激烈203.3.1 “动感地带”与“UP新势力”的竞争233.3.2 “动感地带”与“神州行”的竞争243.3.3 “动感地带”与“小灵通”的竞争244 “动感地带”整合营销传播策略的效果分析264.1 品牌效果分析264.2 消费者市场定位分析284.3 同消费者沟通效果分析294.4 消费者满意度分析304.4.1 “动感地带”总体直观满意度314.4.2 主要竞争满意度分析314.4.3 价格满意度对比324.4.4 促销宣传活动满意度分析334.4.5 话费透明度的满意度分析34
