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北京理工大学工商管理硕士（MBA）学位论文II摘要玛氏公司成立于1911年，是全球巧克力、宠物护理、糖果等行业的领导者，旗下拥有众多品牌，其中M&M's是历史最悠久的品牌。近年来，全球巧克力市场竞争十分激烈，面对残酷的竞争，M&M's巧克力积极进行品牌再定位，深耕细分市场，把握与消费者每一次互动的沟通机会，将这一老字号玩出了“乐趣、分享”的新花样，成功转型并赢得消费者青睐。玛氏公司出色地运用整合营销传播策略，成功地将M&M's品牌形象深深地植入消费者心中，在欧美市场建立了强有力的受众基础，并尝试复制其经验将M&M's推广至全球市场。在本文中，基于整合营销传播理论，对M&M's品牌在欧美市场和中国市场的整合营销传播实践分别进行了深入的分析，并从中总结出一些启示，为企业如何有效地进行整合营销传播提供借鉴。本文通过文献资料调查搜集有关玛氏公司及其他竞争对手公司在市场表现上的变化及相应数据，通过深度访谈玛氏公司资深员工了解M&M's品牌及其整合营销传播的实际操作。一方面，本文结合整合营销传播理论，并依据邓肯教授整合营销传播模型中的传播组合，从广告传播、事件营销传播、赞助传播、促销传播、新闻公关传播、体验营销传播、网络传播七个方面对M&M's在欧美市场采取的丰富多样的营销传播活动进行了梳理和总结分析。另一方面，对比M&M's巧克力在美国市场和中国市场的市场表现，发现M&M's巧克力在中国市场的市场份额和品牌印象都远不及美国市场，笔者通过问卷调查获取了M&M's在中国消费者心中的品牌印象，总结出M&M's品牌的在中国本土市场营销传播中存在的问题。最后，本文得出M&M's在整合营销传播的启示：企业应该重视前期调查；树立精准、鲜明的传播定位；注重传播手段的整合运用；建立顺势而变的战略思维；在过程中不遗余力的投入。关键词：玛氏；M&M's；巧克力；整合营销传播北京理工大学工商管理硕士（MBA）学位论文IIIAbstractMarsInc.foundedin1911,isaleaderofinternationalchocolate,petcare,candyandotherindustry.MarsInc.ownsmanybrands,theoldestbrandisM&M'schocolate.Inrecentyears,theglobalchocolatemarketisextremelycompetitive.Facingthebrutalcompetition,M&M'stookapositivebrandre-positioning,focusedontargetmarket,tookfulladvantageofeveryopportunitytocommunicatewithconsumers.M&M'ssuccessfullytransformedanewbrandimagewiththeawareness--fun&share,andwonthefavorofconsumers.Inthisprocess,MarsInc.excellentusedtheintegratedmarketingcommunication(abbreviation:IMC)strategyhelpingM&M'sdeeplyimplantedthebrandimageofconsumersintheU.S.andEuropeanmarkets,builtastrongaudiencebase,andtrytocopysuccessfulexperiencestotheglobalmarket.BasingonIMCtheory,thispaperdeeplyanalysisIMCtheorypracticeexperienceofM&M'sbrand,comparetheperformanceonbothEuropeanmarketsandChinesemarkets,andsummarizesomeinspirationtoprovidereferencesforotherenterprisestoeffectivelycorporateIMC.ThispaperusingliteraturesurveytocollectinformationonmarketingperformanceandthecorrespondingdataofMarsandothercompetitors,usingin-depthinterviewswithseniorstaffofMarstorealizeM&M'sbrand,anditsactualoperationofIMC.Ononehand,accordingtothecommunicationsmixinProfessorDuncanIMCmodel,thispaperanalysisandsummarizetherichanddiversemarketingcommunicationactivitiesofM&M'sfromadvertisingcommunication,eventmarketingcommunication,sponsorshipcommunication,promotionmarketingcommunication,PRcommunication,experiencemarketingcommunication,networkcommunication;Ontheotherhand,comparedmarketperformanceofM&M'sintheU.S.marketsandtheChinesemarket,M&M'smarketshareandbrandimageintheChinesemarketarefarlessthanU.S.markets,theauthortookasurveyinChineseconsumers,getabrandImageofM&M'sinchina,andsummarizecommunicationproblemsintheChinesedomesticmarketofM&M'sbrand.Atlast,thispapergetarevelationfromIMCtheorypracticeexperienceofM&M'sbrand：Enterprisesshouldpayattentiontopreliminaryinvestigations;establishapreciseandclear北京理工大学工商管理硕士（MBA）学位论文IVdisseminationpositioning;emphasisontheintegrationofcommunicationmethods;createhomeopathychangedstrategicthinkingandsparenoeffortintheprocess.Keyword：MarsInc.;M&M's;chocolate;IMC北京理工大学工商管理硕士（MBA）学位论文V目录研究成果声明...............................................................................................I关于学位论文使用权的说明......................................................................I摘要..............................................................................................................IIABSTRACT...............................................................................................III目录..............................................................................................................V第1章绪论...........................................................................................11.1研究背景........................................................................................................11.2研究目的与意义............................................................................................21.3研究内容与方法............................................................................................2第2章整合营销传播相关理论综述...................................................42.1营销传播的起源及发展................................................................................42.2营销传播相关理论........................................................................................52.2.1USP理论..............................................................................................62.2.2品牌形象理论.......................................................................................62.2.3定位理论...............................................................................................72.3整合营销传播理论........................................................................................82.3.1整合营销传播理论的定义及发展.......................................................82.3.2整合营销传播理论的内涵.................................................................102.3.3整合营销传播理论的特征.................................................................12第3章巧克力市场、玛氏公司及其产品现状分析.........................143.1巧克力全球市场环境分析..........................................................................143.1.1巧克力及巧克力文化简介.................................