【正文】 wentyfirst Century, varied from minute to minute, learning to use the Integrated Marketing Communication to build brand successfully and build Brand Loyalty is one of the important methods that promote enterprises sustainability. First, this paper probe into the process of Brand Loyalty. Secondly, according with the successful case China Mobile MZone, it makes analysis on the effect of MZone’s Integrated Marketing Communication in advertising, public relations, sale promotion, terminal, public praise and other aspects on Brand Loyalty, and gets the effective bonding point from Integrated Marketing Communication and Brand Loyalty. At the same time, it points out the problems of MZone’s Integrated Marketing Communication. At last, according to the research results, the paper makes some suggestions about the Integrated Marketing Communication based on Brand Loyalty improved to other panies. Keywords： Integrated Marketing Communication ； Brand Loyalty ； MZone 廣東外語外貿大學南國商學院本科畢業(yè)論文（設計） 目 錄 一、引言 ....................................................................................................... 1 ............................................................................................................................ 1 ............................................................................................................................ 1 ............................................................................................................................ 1 二、國內外研究現(xiàn)狀與發(fā)展趨勢 ................................................................. 2 ................................................................................................ 2 ................................................................................................ 2 三、品牌忠誠度的形成過程 ......................................................................... 3 四、“動感地帶”案 例研究 ......................................................................... 4 1.“動感地帶”品牌介紹 .................................................................................................... 4 2.“動感地帶”提升品牌忠誠度的整合營銷傳播措施 .................................................... 5 ........................................................................................................................ 7 ........................................................................................................................ 9 五、對其他企業(yè)的啟示 .............................................................................. 10 .......................................................................................................... 10 .......................................................................................................... 10 .............................................................................................. 11 “口號”進行傳播 ...................................................................................................... 11 .............................................................................................. 11 結論 ............................................................................................................ 12 參考文獻 ..................................................................................................... 13 致 謝 ..................................................................................................... 14 廣東外語外貿大學南國商學院本科畢業(yè)論文（設計） 1 基于提升品牌忠誠度的整合營銷傳播研究 —— 以中國移