在现代营销过程中,整合营销模式已经成为一种较为认可的营销模式,这其中整合营销传播成为重要的环节。企业文化也一直是一个企业营销的关键因素,本文所要研究的就是企业文化在整合营销传播中的角色。具体本文是从企业文化对整合营销传播的意义入手,然后从管理角色、员工角色、销售角色三个角度对企业文化的整合营销传播进行角色分析,最后对如何发挥企业文化对整合营销的作用提出了几点建议。 In the modern marketing process, integrated marketing model has become a more recognized marketing model, of which integrated marketing communication has become an important part. Corporate culture has also been a key factor in corporate marketing, this article is to study is the role of corporate culture in integrated marketing communications. This article starts from the significance of corporate culture to integrated marketing communication, and then analyzes the role of integrated marketing communication of corporate culture from three aspects: management role, employee role and sales role. Finally, A few suggestions.