摘要：随着日益发展的中国市场以及当代消费文化的转变，许许多多的传统营销计划还来不及执行就已胎死腹中亦或是执行过后未能达到理想的效果。从进入全球化时代以来，人们在选择消费时不再仅仅注重基本需求的满足而是更崇尚消费所能带来的精神层面的享受，消费者开始渴望与众不同，追求标新立异，导致他们对产品的个性化需求越来越高，许多失败的营销策略是因恪守传统模式而忽视了当代消费文化的变迁给营销及其相关领域。而伴随着互联网以及移动终端的革命性发展，整合营销变得更加不容小觑，而其核心便是消费者，因此，对于后现代消费文化的研究将直接影响营销方式的选择。奥美作为全球最大的营销集团之一，一直在为世界上众多知名的品牌提供全方位的营销传播服务，如今面对日益壮大的中国市场，奥美也在思考一个问题，那就是如何为这些品牌在中国市场制定全新的策划和定位。
关键词：消费文化 整合营销 奥美
Abstract: With the development of the consumption culture, we’ve witnessed many failure of the traditional marketing plan in the China market. Because of the globalization, people value the emotional satisfaction over the basic physical needs. They pursue the characterized products to show their personality. Many marketing strategies go down due to the neglect of the change of consumption culture. Furthermore, with the development of the internet and mobile, the IMC becomes more and more critical. The core of the IMC is how consumers behave, so the research of the consumers will leave a great impact on the choice of marketing strategy. Ogilvy & Mather, one of the largest marketing groups in the world, are considering the new position and strategy for famous brands in the China market.
Key words: consumption culture integrated marketing communication Ogilvy & Mather
