摘　要

整合行銷傳播(Integrated Marketing Communication；IMC)旨在透過綜效(synergy)的整合，提供顧客與潛在顧客清晰一致的訊息，以發揮最大的傳播效益，其帶動行銷理念與方式的革命性轉變，是今日傳播業界無法抗拒的風潮。然而，整合行銷傳播的定位，至今仍未具共識。Tom Duncan等學者認為：IMC 不僅是個流行而是趨勢，近年來，美國AAAA的廣告公司已將整合行銷傳播視為一種「新式廣告」(new advertising)；公關界將其視為「行銷帝國主義」(marketing imperialism)，為了驗證整合行銷傳播的概念與操作過程，學界人士已與業者合作，試行IMC運作模式，得到初步成效；但仍有學者批評IMC不具應用與管理實務性，以學術理論的標準，不足以成一家之言(Slon,1994等)。因此，本研究即將重點放在近年來各學派對IMC之理論文獻整理，另一方面檢視IMC在媒体業界的應用領域。

有線電視媒體因為業態屬性和通路特性，具有廣告客戶與觀眾兩層目標顧客，並具有資料庫建立途逕，理當具有應用IMC的可行性，因此本研究選用有線電視頻道為業態，期望能整理一套適用於有線電視界的整合行銷傳播模式，提供業者作為行銷傳播的經營參考。

本文屬於探索性研究，藉由國內外相關文獻的整理，來建立IMC理論架構，再以個案研究法，分析實務個案之三家頻道-三立電視台、迪士尼頻道、與太陽衛視，驗證架構得出結論，本研究發現：IMC的確可應用於有線電視頻道，具有提升品牌資產之正面價值，並可藉由IMC之策略義涵：建立觀眾資料庫、觀眾分類、企業利益關係人之分析與溝通、傳播工具之整合運用、以及組織架構整合等，達成綜效之行銷傳播效益。

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