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近年来被营销及广告业界一致推崇的整合营销运作中,大部分的执行者多会执著于外部营销工具层面的考量,因此常会发生应以哪个工具做主导的争议。而本案例的特点却不在于所使用的传播工具与手段的特殊性或其使用的先后次序,而是正确地选择了一个适当的传播平台——健身场馆,并以之为核心发展出整个整合营销的架构。它的可贵之处在于传播对象的准确区隔与传播手段多元化应用的可行性,使得整合营销架构中的各个环节顺理成章,有的放矢,并能环环相扣,相辅相成。
In recent years, marketing and advertising industry unanimously respected integrated marketing operations, most of the performers will be more attached to the external marketing tools level considerations, it often happens which tool should dominate the controversy. The characteristics of this case, however, lie not in the particularity of the means of communication used or the order in which it is used, but the correct choice of an appropriate communication platform, gymnasium, and development of the whole integration Marketing architecture. It is valuable is that the precise division of the object of communication and the feasibility of the diversified application of means of communication make all links in the integrated marketing structure take shape, targeted, and can be interlocked and mutually reinforcing.