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1、华东师范大学网络学院2014年本科毕业论文 在整合营销传播中公共关系手段的应用在整合营销传播中公共关系手段的应用摘要：整合营销传播概念从提出到不断发展完善，仅十余年的发展历程，然而整合营销传播的开展完全可以被称为九十年代以来市场营销领域最为重要的发展之一。它带来了营销观念的一场革命。进入新世纪，营销环境随着互联网技术、数据库技术的日益完善相应做出调整，与此同时，品牌价值日益受到人们的重视，这些转变对整合营销传播提出了更高的要求。而公共关系作为一种企业信息传播管理，它面对的是与组织有关的多类公众，如政府公众、新闻界公众、金融界公众、教育界公众等，它与各类公众之间产生的是一种相互间的信息交流活动，
2、借助传播手段与自己的对象公众进行沟通，从而建立良好关系，改善、稳定、平衡企业生存环境。所以从组织面临的对象公众这一点来说，市场营销旨在与消费者之间产生信息交流与对等物的相互交换，而公共关系考虑的对象范围更大、更广泛，是企业所面临的一切关于经济的、政治的、社会的对象公众。（少些）本文撰写主要分为三个部分，第一部分主要提出研究整合营销传播中研究目的及意义，并且概括了整合营销传播的概念和构成要素；第二部分主要对整合营销传播发展的概况进行了全面剖析；最后一部分则是文章的重点，主要介绍公共关系在整合营销传播中是如何运用的。（多写，要把正文中每部分的核心观点写出来）关键词：整合营销传播；公共关系；公众II
3、Public relations means of application in integrated marketing communicationsAbstract The concept of integrated marketing communication from a proposal to continue development and improvement , only ten years of development , however, to carry out integrated marketing communication can be called the
4、field of marketing since the nineties of the most important developments. It has brought a revolution in the marketing concept . In the new century, the marketing environment with increasingly sophisticated Internet technology, database technology to make adjustments accordingly , at the same time ,
5、 the brand value of increasing people s attention, these changes to the Integrated Marketing Communication put forward higher requirements. The public relations as an enterprise information dissemination management, it is faced with many types of public organizations concerned , such as government p
6、ublic , public media , public finance , public education , etc., it generated between the various public and is an information exchange between each other , with the means of communication with their target public communication , in order to establish good relations , improved stability, and balance
7、 business survival environment. Therefore, the object of public organizations face from this point, between the consumer and marketing aimed at generating information exchange and mutual exchange of other objects , and greater consideration of the target range of public relations and broader , enter
8、prise faces everything about the economic , political, public social objects. As of this writing is divided into three parts , the first part of the proposed research study of integrated marketing communication purpose and meaning , and summarize the concept of integrated marketing communications an
9、d components ; second part of integrated marketing communications for a comprehensive overview of the development of analysis ; the last part is the focus of the article , introduced in integrated marketing communications public relations is how to use the.Key words : Integrated Marketing Communications ; public relations ; public.根据中文翻译