本研究以整合行銷傳播(Integrated Marketing Communications)理論為基礎,探討如何應用整合行銷傳播策略於品牌行銷上,以達到提升品牌知名度、知覺品質和擴充品牌聯想的行銷目的。本研究個案是以L’OREAL集團旗下醫學美容保養品品牌VICHY薇姿為例,以其於2014年所企劃的品牌再定位策略為樣本,探討其整合行銷傳播的模式、傳播工具的運用、組織間如何整合以及評估其整合績效,並依此推導出施行準則做為企業未來在執行品牌的整合行銷傳播策略的參考。本研究透過次級資料分析、專家訪談等研究方法,分別從品牌定位、整合行銷傳播模式以及績效評估做檢驗,探討VICHY薇姿在執行品牌的整合行銷傳播策略之模式及原則。 根據研發發現,結論歸納如下: (1)將「品牌」貫穿整體整合行銷傳播策略是品牌行銷的成功關鍵。 (2)以顧客觀點出發,並確認品牌接觸點,確保品牌行銷方向的正確性及範圍的完整性。 (3)根據行銷傳播目的選用適合的傳播工具組合,以創造有意義的互動。 (4)根據消費者行為發展傳播策略,並依此決定傳播節奏,可更有效率地達成傳播目標。 (5)中央控制的組織整合能有效控制品牌訊息傳播的一致性。
The present study applies the theory of Integrated Marketing Communications (IMC) to analyze how IMC enhances brand awareness, perceived quality and brand association. This research focuses on VICHY(a sub-brand of cosmetic giant - L'Oréal Group), which has launched a brand re-positioning program in 2014, and further analyzes its IMC models, tools, organization integration, and performance. Through the processes of interview and data analysis, this study examines the effectiveness of IMC principles on brand marketing. The findings of this study are as follows: ( 1 ) "Branding Asset" is the core of integrated marketing communications strategy. Keep it in mind during the planning and execution all the time is required ( 2 ) Start with“customer perspective”, and confirm every“brand touch point”, to ensure the accuracy of the direction and the completeness of coverage of brand marketing. ( 3 ) Base on the communication goal to select the appropriate marketing communication mix, in order to create meaningful interaction between the brand and consumers. ( 4 ) According to consumers behavior to develop the communication strategy could reach the communication goal more efficiently and effectively. ( 5 ) Centralized marketing organization could produce powerful and consistent brand messages.