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市场营销学自19世纪末创立以来,已发展为一门综合了经 济学、管理学、社会学、心理学和行为科学等学科原理,又与这些 学科有着不同的研究对象和研究内容的、具有独立体系的边缘性 应用科学。营销组合策略由4P’S扩展为6P’S,即在产品 (Product)、价格(Price)、地点(Place)、促销(Promotion)的基础上, 增加了权力(Power)和公共关系(Public-Relation),并发展到4C 营销组合,即顾客(customer)、成本(cost)、便利(convenience)、沟 通(communication)。这标志着营销理论进入了崭新的阶段,企业 的市场营销行为也完全超越了纯经济行为,而更多地体现了以人 为本。
Since its founding in the late 19th century, marketing has developed into an integrated discipline that integrates disciplines such as economics, management, sociology, psychology and behavioral sciences, and has different subjects and research contents from these disciplines System of the edge of applied science. The marketing strategy is expanded from 4P’S to 6P’s, which include Power and Public-Relation based on Product, Price, Place and Promotion. Development to 4C marketing mix, namely customer, cost, convenience, communication. This marks the marketization of marketing theory has entered a new stage, corporate marketing activities have completely surpassed pure economic behavior, but more to embody the people-oriented.