摘要在这个互联网社会与传统市场经济的联系越发紧密的时代，商业社会的竞争越来越从商品的价格、质量、功能、竞争升级到“品牌竞争”的高级竞争阶段。在这个过程中，伴随着企业成长的，是一个个品牌企业家的名字：如微软的比尔·盖茨、沃尔玛的山姆·沃尔顿、海尔的张瑞敏、搜狐的张朝阳、万科的王石、联想的柳传志等……他们的每一个行为都在承载着企业的形象，传递着企业的信息。从这些具有代表意义的企业家身上，我们可以看到：一个关于品牌的新的传播方式应运而生，品牌对企业来说，不仅仅代表着企业的品牌、产品的品牌，更代表着企业家的个人品牌。本文结合了各大核心期刊中具有代表性的研究内容和结论作为综述，基于整合营销传播的理论视角，从企业家个人的整合营销传播现状和新趋势等方面进行研究，旨在研究在互联网社会中企业家如何通过整合营销传播打造企业品牌的规律，以及为企业家打造个人品牌提供整合营销传播策略。47616
Abstract：The growing importance of social media marketing to business branding has had been well in the Internet society and the traditional market economy era of increasingly interlinked, commercial society of competition is more and more from the commodity price, quality, function, upgrading to "brand competition" senior competition stage. In the process, with the enterprise growth, is the name of each brand of entrepreneurs, such as Microsoft's Bill Gates, wal-mart's Sam Walton, haier's Mr Zhang, sohu’s Zhang Chaoyang, vanke’s WangShi, lenovo's Liu Chuanzhi, etc...Their every action in bearing the weight of the image of enterprise, transfer the information of the enterprise. From these representative entrepreneurs, we can see: about a brand new way of communication arises at the historic moment, brand for the enterprise, not only represents the enterprise brand, product brand, more represents the entrepreneurs personal brand. This article combines the major core journals in the typical research contents and conclusions as a review, based on the theory of integrated marketing communications perspective, from entrepreneurs personal status of integrated marketing communications and new trend to study, to study in the Internet social entrepreneurs how to through the rule of integrated marketing communications to build brand, as well as for entrepreneurs to build a personal brand integrated marketing communication strategy.
毕业论文关键词：整合营销传播;企业家品牌;策略研究
Keyword: integrated marketing communications; Entrepreneurs brand; Strategy research
目 录
1引言 3
1.1选题背景及意义 3
1.2研究内容 3
1.3本文创新点 3
2文献综述 3
2.1企业家个人品牌传播的相关文献 3
2. 1. 1企业家个人品牌传播的相关文献 3
2. 1. 2企业家个人品牌传播对企业的作用 4
2.1.3国外对企业家个人品牌传播的文献综述 4
2.1.4总结 4
2.2整合营销传播理论的相关文献 8
2. 2. 1整合营销传播的定义 8
2.2.2整合营销传播的发展阶段理论 8 企业家个人品牌传播的整合营销策略研究+文献综述:http://www.751com.cn/guanli/lunwen_49779.html