新整合营销传播是指整合营销传播理论与实践在以信息化、网络化和知识密集化为特征的新经济模式下的发展形态。传统的4P理论始创于1960年美国的密歇根州立大学,它的提出契合了产品导向时代的风潮。然而到了今日商品富足的信息社会,这种肆意打断受众阅听、强迫受众接受传播的方式,已经成为干扰式行销。令人遗憾的是这种陈旧的行销观念与广告观念在技术先进的网 The new integrated marketing communication refers to the development mode of integrated marketing communication theory and practice in the new economic mode characterized by informationization, networking and knowledge intensiveness. The traditional 4P theory was founded in 1960 by Michigan State University in the United States, and its proposal fits the trend of product-oriented era. However, in the information-rich society today, the way of wantonly interrupting the audience’s reading and forcing the audience to accept the dissemination has become a disruptive marketing. It is regrettable that this outdated marketing concept and advertising concept in a technologically advanced network