玛氏巧克力产品的整合营销传播策略研究

北京理工大学珠海学院 2020 届本科生毕业论文玛氏巧克力产品的整合营销传播策略研究玛氏巧克力产品的整合营销传播策略研究北京理工大学珠海学院 2020 届本科生毕业论文摘 要中国在世界市场上的发展是有目共睹的，加入 WTO 之后的我国更是在全球市场上有了更强有力的一席之地。但发展的背后是竞争，许多国际知名品牌也开始一起争夺中国这个庞大的市场，且随着居民收入的提高，越来越多的消费者更注重产品的品牌。因此对于我国本土企业来说，挑战比机遇更大，所面临的问题也更多：企业品牌战略受阻、品牌传播能力不足等。因此，国内企业如何提升自我生存能力，在国际市场上赢得一席之地，是一个非常严峻的问题。玛氏作为中国巧克力市场巨头，必定有其与众不同之处，本文在整合营销传播的理论指导下对大型跨国快消品公司—玛氏的整合营销传播策略以及传播效果进行分析，具体指对目前巧克力行业现状以及未来发展趋势、玛氏巧克力产品的整合营销传播策略等。并采用问卷调查的研究方法，建立模型，对其传播效果进行分析，通过分析其优势，为国内巧克行业打造自己的强势整合营销传播战略提供借鉴意义。关键词：整合营销传播战略、玛氏、传播效果北京理工大学珠海学院 2020 届本科生毕业论文AbstractChina's development in the world market is obvious to all, after joining the WTO, China has a stronger position in the global market.But the development is behind the competition, many international famous brands are also beginning to compete together for the huge market of China, and as the residents' income increases, more and more consumers pay more attention to the product brand.Therefore, for domestic enterprises in China, the challenge is greater than the opportunity, and they are faced with more problems: blocked brand strategy, insufficient brand communication ability and so on.Therefore, how to improve the viability of domestic enterprises in the international market to win a place, is a very serious problem.Mars as a giant chocolate market in China, must have its special, based on the theory of integrated marketing communi...