摘要
"新媒渠"是信息流、商流、物流和资金流"四流合一"的全新商业模式。本文在文献研究的基础上,对"邓老凉茶"的"新媒渠"之路进行了深入分析。本文认为"新媒渠"真正做到了以顾客需求为导向并能够适应当前的环境变化,它成为整合营销传播的一个新方向。
＂ New media channel＂ is a new business model which integrated with Information flow, business flow, logistics flow and capital flow. In this paper, we conducted an in-depth analysis on the New media channel of Em- blem Township tea on the basis of a literature study. We argue that new media channel is truly customer demand-o- riented, which is also able to adapt to the current changes in the environment. It became a new direction for inte- grated marketing communication.
出处
《华南理工大学学报（社会科学版）》
2012年第4期15-19,24,共6页
Journal of South China University of Technology(Social Science Edition)
关键词
新媒渠
整合营销传播
创新
new-media-channel
integrated marketing communication
innovation
