On the Information Dissemination of Scientific Research Achievements in Universities from the Perspective of Integrated Marketing
Improving the effectiveness of information dissemination of scientific research achievements in universities is of great significance for the transformation of scientific research innovation achievements in univer-sities.This article analyzes the current situation of information dissemination of scientific research achievements in universities on SWOT analysis.Drawing on the concept of integrated marketing,to accelerate the marketiza-tion of scientific research achievements and promote collaborative innovation in science and technology it is pro-posed that the university should start from three aspects:creating overall brand effect on coordinating the main participants on campus,guiding interconnection of media resources on strengthening channel collaboration,and enhancing communication influence on customizing communication content and form.
scientific research achievementinformation disseminationintegrated marketing communica-tionSWOT analysis
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