【正文】 I / 60摘 要本文主要介紹中國(guó)移動(dòng)通信公司動(dòng)感地帶品牌經(jīng)營(yíng)概況,研究中國(guó)移動(dòng)圍繞動(dòng)感地帶這一品牌所進(jìn)行的市場(chǎng)運(yùn)作以及產(chǎn)生的經(jīng)營(yíng)效果,通過對(duì)市場(chǎng)細(xì)分，消費(fèi)者調(diào)查，以及廣告，價(jià)格等一系列因素的整合營(yíng)銷方案來(lái)研究“動(dòng)感地帶”成功的原因，以及“動(dòng)感地帶”整合營(yíng)銷運(yùn)用方法以及必要性和效果分析等，從這些方面來(lái)了解整合營(yíng)銷的特點(diǎn)和“動(dòng)感地帶”品牌的強(qiáng)勢(shì)。隨著通信技術(shù)的飛速進(jìn)步和電信市場(chǎng)的不斷開放，隨著感性消費(fèi)和個(gè)性消費(fèi)時(shí)代的到來(lái)，傳統(tǒng)的營(yíng)銷方式已經(jīng)不合時(shí)宜，讓位于適應(yīng)市場(chǎng)發(fā)展潮流的整合營(yíng)銷。中國(guó)電信運(yùn)營(yíng)業(yè)也很快適應(yīng)了這些新形勢(shì)下的巨大變化，中國(guó)移動(dòng)作為國(guó)內(nèi)致力于移動(dòng)通信發(fā)展的通信運(yùn)營(yíng)，很快啟動(dòng)了“動(dòng)感地帶”，之后通過整合營(yíng)銷傳播(IMC)，將其品牌的文化內(nèi)涵—— 原創(chuàng)，個(gè)性，探索與其客戶(年輕一族)追求和向往的獨(dú)立、時(shí)尚與個(gè)性很好地結(jié)合起來(lái)，使MZONE不僅成為一個(gè)年輕通信品牌，還要成為一個(gè)時(shí)尚品牌，成為一個(gè)“只屬于年輕人的通信與流行文化空間”，更使中國(guó)移動(dòng)的霸主地位再次鞏固。本文主要分為以下5個(gè)部分：第一部分是對(duì)整合營(yíng)銷傳播理論的概述，包括整合營(yíng)銷理論的定義，整合營(yíng)銷傳播理論在我國(guó)運(yùn)用的背景，以及整合營(yíng)銷傳播的層次和發(fā)展情況等，從理論入手，主要介紹了整合營(yíng)銷的產(chǎn)生及其研究情況，為下一部分分析作鋪墊；第二部分是對(duì)“動(dòng)感地帶”的品牌，內(nèi)容和特點(diǎn)極其發(fā)展情況做了介紹，又通過整合營(yíng)銷傳播策略在“動(dòng)感地帶”推廣的體現(xiàn)做出了簡(jiǎn)單的介紹和分析；第三部分是對(duì)“動(dòng)感地帶”運(yùn)用整合營(yíng)銷傳播策略必要性作了具體的解釋和分析，并將“動(dòng)感地帶”和競(jìng)爭(zhēng)對(duì)手的一系列情況作了對(duì)比和分析，具體說(shuō)明了整合營(yíng)銷的時(shí)代性，是適合當(dāng)今時(shí)代發(fā)展和“動(dòng)感地帶”的特點(diǎn)的；第四部分對(duì)“動(dòng)感地帶”運(yùn)用整合營(yíng)銷成功的一系列效果分析，主要包括品牌效果分析，消費(fèi)者市場(chǎng)定位分析以及溝通效果分析和消費(fèi)者滿意度分析等。通過這些部分的分析來(lái)說(shuō)明“動(dòng)感地帶”整合營(yíng)銷傳播的成功之處；第五部分是對(duì)“動(dòng)感地帶”在發(fā)展中的不足做出總結(jié)，并且分別在部分和總體方面提供了一系列建議。關(guān)鍵詞：整合營(yíng)銷傳播；業(yè)務(wù)品牌；消費(fèi)者；動(dòng)感地帶II / 60　AbstractThis article mainly introduces China mobile Company’s product MZone’s general sales situation, studies China Mobile’s market operation and the sales effect of it towards the product MZone. It Studies the reason of its success by the detailed divide of the market, consumers investigate, advertisements, price and so on. And MZone 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 Mzone’s preeminent.Along with the rapid advance of the munication technology and the constant open of the telemunication 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 telemunication business also adapt tremendous changes in these new situations, China mobile, as the pioneer of mobile telemunication, started the new product Mzone soon, then through the spread of integration marketing methods (IMC), bined well of the spirit of the brand, Originaldesign, characteristic, exploration and the clients’ (the youth) purchase and hope of Independent, fashion and individualism, makes Mzone not only a young telemunication brand, but also a fashionable brand, a munication and cultural space which specially belongs to the youth. this firms the Leading position of China Mobile again.This article is mainly 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 marketing spread, from the theories, it mainly introduced the emergence and developing and studding situation of Integrative marketing spread, to make an base for the next part’s analysis；Chapter 2 is a introduction of the MZone’s brand, information and character and the developing situation. It studies and the spread of Mzone 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 situations between MZone and its petitive rivals, concretely explained the popularity of Integrative marketing spread methods, suitable for the trend of nowadays development and the character of MZone；Chapter 4 a series of effect analysis on its success by integrative marketing spread methods, mainly include brand effect analysis, consumers’ market fixation analysis and munication 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 MZone’ development, and it provides a series of suggestion separately for part and on general.Keyword: Integrative marketing spread；business brand；consumer；MZoneIII / 60目 錄引 言 ...........................................................................................................................................11 整合營(yíng)銷傳播理論概述 ......................................................................................................2 整合營(yíng)銷傳播理論的內(nèi)涵 .............................................................................................2 整合營(yíng)銷傳播理論在我國(guó)運(yùn)用的背景 .........................................................................3 市場(chǎng)權(quán)力重心的變化 ............................................................................................4 信息技術(shù)的發(fā)展導(dǎo)致信息的多元化 ....................................................................4 整合營(yíng)銷傳播的層次 .....................................................................................................5 IMC 理論的發(fā)展階段 ....................................................................................................6 孕育階段（20 世紀(jì) 80 年代以前） .......................................................................6 產(chǎn)生階段（80 年代） .............................................................................................7 發(fā)展階段（20 世紀(jì) 90 年代） ...............................................................................8 成熟階段（21 世紀(jì)） .............................................................................................92 “動(dòng)感地帶”的 現(xiàn)狀分析 .................................................................................................10 “動(dòng)感地帶 ”的品牌介紹 ...............................................................................................10 “動(dòng)感地帶 ”的服務(wù)內(nèi)容和特點(diǎn) ...................................................................................10 “動(dòng)感地帶 ”套裝 ....................................................................................................10 “動(dòng)感地帶 ”提供的服務(wù) ...................................