现代企业所面临的一个共同问题是决定信息价值的主动权已经不在传者一方,而是掌握在受者手中。在这一背景下的企业信息传播活动,包括广告,公关,企业文化都必须进行有机整合才能发挥应有的效用。本文以整合营销传播理论为语境,结合案例,从企业文化的三个层面探讨了整合营销传播的应用问题。 A common problem confronting modern enterprises is that the initiative to determine the value of information is no longer on the side of the audience, but on the hands of the recipients. In this context, corporate information dissemination activities, including advertising, public relations, corporate culture must be organic integration in order to play its due role. Based on the theory of integrated marketing communication and the case study, this article discusses the application of integrated marketing communication from three aspects of corporate culture.