随着21世纪进入移动互联网时代，大数据分析技术的成熟，成就了整合营销传播的广泛应用。本文作者前期搜集了大量市场营销理论的相关文献，尤其是关于媒体变革、营销思维发展等方面的资料，同时在分析较多企业市场营销案例数据资料的基础上来确定了研究问题：媒体变革下的整合营销传播策略。随着新技术发展和我国消费的升级，媒体发生巨大变革，传统媒体中心化和新媒体碎片化、娱乐化、多样化，用户的媒体接触习惯、消费方式发生重大改变。用户日益个性化的需求，媒体复杂化导致企业营销成本居高不下，但效果却并不理想，本文作者认为解决这些问题的关键就是改变为与之相适应的整合营销传播策略，就是充分利用一致性整合营销传播策略帮助企业同用户进行沟通，并建立可持续的良好关系的同时塑造品牌获得企业利润增长。
本文研究内容正是以传统媒体和新媒体的巨大变革做为研究背景，重新架构整合营销传播模型对传统企业和互联网企业中的典型企业进行研究，在论文分析中使用文献分析方法，案例分析方法，整理汇总企业整合营销传播策略实施的经验及实施中存在的问题，并提出一定的合理化建议。
在进行企业案例分析前，本文分析了整合营销传播基本元素的根本变化导致了整合营销传播的改变，确定了新时代整合营销传播一致性策略的三个层次，并构建新的整合营销传播模型。对于案例分析则先进行数据库基本要素的分析，以及传统思维和互联网思维结合的分析框架。在数据库分析中，企业的行业背景，竞争对手特点、产品特点、用户画像、渠道以及资源优势等作为影响企业整合营销传播数据库的基本要素。按照多案例研究对于案例选择标准确定了三家典型企业：传统企业伊利、小米科技、互联网企业短视频APP抖音，数据分析则是对三个案例一一按照架构理论分析比对，确定是可复制的。最后本文还进行跨案例分析，分析三个案例的异同，从企业层面和宏观上对三家典型企业做了横向比较分析，使得整合营销传播理论模型的更加符合实际，对企业整合营销传播一致性策略的普遍实施有一个参考，这使整个研究更加全面。
通过本文分析研究，整合营销传播是一个根据用户需求多重循环反馈的过程，差异化的用户定位决定了企业整合营销传播的方向，全媒体、全营销、价值观一致性的整合营销传播策略保证了企业利润最大化的结果。传统思维下的渠道为王和互联网思维下的用户为王在整合营销传播一致性策略实施中逐渐统一融合，企业品牌价值、用户价值观、社会价值三位一体化为核心的整合营销传播策略，将是企业未来的方向。

With the 21st century entering the era of the mobile Internet, the maturity of big data analysis technology has enabled the widespread application of integrated marketing communications. The author of this article collected a large amount of relevant literature on marketing theory in the early stage, especially the information on media change and marketing thinking development. At the same time, based on the analysis of data on marketing cases of many companies, the research problem was identified: Integrated marketing communications strategy. With the development of new technologies and the upgrading of consumption in China, the media has undergone tremendous changes, traditional media centralization and new media are fragmented, entertained, and diversified, and users ’media contact habits and consumption patterns have changed significantly. The increasingly personalized needs of users and the complexity of media have led to high corporate marketing costs, but the results are not ideal. The author believes that the key to solving these problems is to change to an integrated marketing communication strategy that is compatible with it, which is to make full use of consistency The integrated marketing communication strategy helps companies communicate with users and build sustainable and good relationships while shaping brands to gain corporate profits.
The research content of this paper is based on the great changes of traditional media and new media, re-architecting the integrated marketing communication model to study the typical representative enterprises in traditional enterprises and Internet enterprises, and using literature analysis methods in case analysis, case analysis. The method organizes and summarizes the experience and implementation problems of the implementation of the integrated marketing communication strategy of the enterprise, and proposes certain rationalization suggestions.
Before conducting a case study of the enterprise, this article analyzes the fundamental changes in the basic elements of integrated marketing communications that have led to changes in integrated marketing communications, identifies three levels of integrated marketing communications consistency strategies in the new era, and builds a new integrated marketing communications model. For case analysis, first analyze the basic elements of the database, as well as the analysis framework combining traditional thinking and Internet thinking. In database analysis, the company's industry background, competitor characteristics, product characteristics, user portraits, channels, and resource advantages are the basic elements that affect the company's integrated marketing communications database. According to multiple case studies, three typical enterprises were identified for the case selection criteria: traditional enterprises Yili, Xiaomi Technology, and Internet enterprises short video app Douyin. The data analysis is based on the analysis and comparison of the three cases one by one based on the theory of the architecture, which is determined to be replicable of. Finally, this article also conducts cross-case analysis, analyzes the similarities and differences between the three cases, and makes a horizontal comparison analysis of three typical companies from the corporate level and the macro level. There is a reference for the universal implementation of the, which makes the entire study more comprehensive.
Through the analysis and research of this article, integrated marketing communication is a process of multiple cyclic feedback according to user needs. Differentiated user positioning determines the direction of integrated marketing communication for enterprises. Integrated media communication strategies with all-media, all-marketing, and consistent values ensure the company. The result of maximizing profits. Channels under the traditional thinking and users under the Internet thinking are king. In the implementation of the integrated marketing communication consistency strategy, the integrated marketing communication strategy with the core integration of the three integrations of corporate brand value, user values, and social value will be the enterprise. The future direction.