摘  要：21世纪，世界进入了网络信息时代，生活中每个人每天都在使用互联网，互联网在生活中越来越重要，不可或缺。随着网络时代的进步，商业模式也在不断更新，从最初的传统营销，比如横幅广告，电视报纸的插播硬广告等，已经不能再满足企业和客户之间的信息交流沟通，从而衍生出全方面多角度的整合营销。本文中就是列举了阿里巴巴这个案例，它是典型的网络整合营销案例。

本文一共分为四章，第一章为全文的绪论，描述本论文的研究背景、研究意义、研究内容和研究方法，第二章开始涉及中国互联网时代发展以来整合营销理论的发展，包括现如今互联网盛行所带来的影响，包括一些对人们生活和思想的影响。第二章还包括整合营销理论概述。第三章为阿里巴巴整合营销传播创新，为全文重点，包括阿里巴巴简介，阿里巴巴整合营销活动，阿里巴巴整个营销创新情况。第四章也是重点写到了阿里巴巴整合营销带给我们的启示，包括阿里巴巴的团队领导、资金支持、清晰的营销战略、新型品牌打造、多元化。

关键词：互联网；整合营销；阿里巴巴；创新

ABSTRACT：The 21st century, the world entered the network information age, people come into contact with every day in the Internet, the Internet has become an indispensable part of people life, along with the progress of the Internet age, the business model has been updated, from the original traditional marketing, such as banner ads, television newspaper hard advertising slots, can no longer meet the exchange of information communication between enterprises and customers, thus all aspect angles are derived from the integrated marketing. Alibaba is a typical network marketing success stories. From the original only 18 people "alibaba online", to this day by millions of merchants "e-commerce ecological system", alibaba with its unique management mode, on the Internet for enterprises and inpiduals set up a free trade market has no barriers of geography and time, get an unprecedented business opportunities. Its innovative marketing strategies to accelerate the sail of alibaba, alibaba in the rapid development of electronic commerce brought the city opened the way.

    This article is pided into four chapters altogether, chapter one is the introduction, describes the research background, research significance, research contents and research methods, the second chapter to the Internet and introduction to the theory of integrated marketing, including the influence of the Internet era and introduction to the theory of integrated marketing. The third chapter for alibaba innovation of integrated marketing communications, for the full focus, including the introduction of alibaba, alibaba integrated marketing activities, alibaba the marketing innovation. The fourth chapter for alibaba integrated marketing brings us enlightenment, including the alibaba team leadership, financial support, clear marketing strategy, the new branding, persification

Keywords: integrated；marketing；alibaba Internet；innovation

目  录

第一章  绪论1

  1.1 研究背景  1

  1.2 研究意义  1

  1.3 研究内容2

  1.4 研究方法2

第二章  互联网及整合营销理论概述  3

  2.1 互联网时代的影响 3

  2.2 整合营销理论概述 3

    2.2.1整合营销概念3

    2.2.2整合营销发展历程4

    2.2.3 整合营销特点  5

    2.2.4整合营销意义  6

第三章  阿里巴巴整合营销传播创新  7

   3.1 阿里巴巴整合营销活动7