关键词:互联网;整合营销;阿里巴巴;创新
ABSTRACT:The21stcentury,theworldenteredthenetworkinformationage,peoplecomeintocontactwitheverydayintheInternet,theInternethasbecomeanindispensablepartofpeoplelife,alongwiththeprogressoftheInternetage,thebusinessmodelhasbeenupdated,fromtheoriginaltraditionalmarketing,suchasbannerads,televisionnewspaperhardadvertisingslots,cannolongermeettheexchangeofinformationcommunicationbetweenenterprisesandcustomers,thusallaspectanglesarederivedfromtheintegratedmarketing.Alibabaisatypicalnetworkmarketingsuccessstories.Fromtheoriginalonly18people"alibabaonline",tothisdaybymillionsofmerchants"e-commerceecologicalsystem",alibabawithitsuniquemanagementmode,ontheInternetforenterprisesandinpidualssetupafreetrademarkethasnobarriersofgeographyandtime,getanunprecedentedbusinessopportunities.Itsinnovativemarketingstrategiestoacceleratethesailofalibaba,alibabaintherapiddevelopmentofelectroniccommercebroughtthecityopenedtheway.
Thisarticleispidedintofourchaptersaltogether,chapteroneistheintroduction,describestheresearchbackground,researchsignificance,researchcontentsandresearchmethods,thesecondchaptertotheInternetandintroductiontothetheoryofintegratedmarketing,includingtheinfluenceoftheInterneteraandintroductiontothetheoryofintegratedmarketing.Thethirdchapterforalibabainnovationofintegratedmarketingcommunications,forthefullfocus,includingtheintroductionofalibaba,alibabaintegratedmarketingactivities,alibabathemarketinginnovation.Thefourthchapterforalibabaintegratedmarketingbringsusenlightenment,includingthealibabateamleadership,financialsupport,clearmarketingstrategy,thenewbranding,persification
Keywords:integrated;marketing;alibabaInternet;innovation