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企业的营销传播活动通常由不同部门负责,由于部门主义的影响,部门间缺乏有效沟通和协调,且分别按照各自认识、计划或从各自利益出发制定传播计划,确定营销传播内容,因此,同一企业可能向消费者传达出两种或两种以上互不协调、有时甚至相互抵触的信息,结果既造成消费者的认识困难,又影响企业营销传播活动的效果,浪费人力、物力、财力
The marketing communication activities of an enterprise are usually the responsibility of different departments. Due to the influence of departmentalism, the departments lack effective communication and coordination, and they respectively formulate communication plans based on their own knowledge, plans or from their own interests, and determine the content of marketing communications. Therefore, the same company It is possible to convey to the consumer two or more kinds of information that are inconsistent and sometimes inconsistent with each other. The result is not only the consumer’s difficulty in understanding, but also affects the effectiveness of the company’s marketing communication activities, wasting manpower, material resources, and financial resources.