如果说构成消费者脑海中对某一企业、品牌或产品的印象积淀集合体,是整合而协同的,那么试图建立、加强、消除或改变此一集合体的各种传播努力,其最优化的组合也必然是整合与协同的。事实上,施吉(Joseph M.Sirgy)采用“系统视角”对整合营销传播系统的分析,正是凸显企业目标与战略规划之下的营销组合各子系统相互作用、相互依赖的动态辩证过程,其目的则在维护主系统的目的实现 If the aggregates of impressions that constitute the mind and body of a consumer in an enterprise, brand, or product are integrated and synergistic, attempts to establish, strengthen, eliminate or alter the variety of communication efforts in the aggregate, the optimal Combination is bound to be integrated and collaborative. In fact, Joseph M.Sirgy’s “system perspective” analysis of integrated marketing communications system highlights the dynamic dialectical process of interdependence and interdependence of the various marketing subsystems under the corporate goals and strategic planning, Its purpose is to achieve the purpose of maintaining the main system