整合营销传播是指企业在经营活动过程中,以由外而内战略观点为基础,为了与利害关系者进行有效的沟通,以营销传播管理者为主体所展开的传播战略。从国外税务代理业的发展来看,税务代理的市场需求十分旺盛,代理业务涉及范围较广。如日本有85%的工商企业是委托税务师事务所纳税,在 Integrated marketing communication refers to the business in the course of business activities, from outside the internal strategic point of view as a foundation, in order to effectively communicate with stakeholders, to marketing and communication managers as the main launch of the communication strategy. From the perspective of the development of foreign tax agency industry, the market demand of tax agency is very strong, and the agency business involves a wide range. For example, 85% of Japanese industrial and commercial enterprises are entrusted tax law firms to pay taxes