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4P′S策略即产品、价格、渠道、促销是为人们所熟知且得到广泛应用的营销组合,但随着后工业时代的到来,营销与竞争环境、质量观念与服务方式、顾客消费观念和消费形态等方面都发生了深刻的变化,4P′S的局限性和不适应性逐渐显露出来,一种新的营销理论4C′S开始领导营销新潮流。 所谓4C′S,是由美国市场营销专家劳特明提出的新营销组合:顾客、成本,方便和沟通的简称。人们对营销活动的认识,经历从生产导向、产品导向、销售导向及至营销导向(即4P′S)的过程。虽然以营销为核心的认识是企业管理的一大进步,但不能只停留在这一层次上,应该上升到以市场为导向的4C′S
4P’S strategy means that products, prices, channels, and promotions are well-known and widely used marketing mixes. However, with the advent of the post-industrial era, marketing and competitive environment, quality concepts and service methods, customer consumption concepts and consumption There have been profound changes in morphology and other aspects. The limitations and incompatibility of 4P’S have gradually emerged. A new marketing theory, 4C’S, has begun to lead the new marketing trend. The so-called 4C′S is a new marketing mix proposed by U.S. marketing expert Lautery: customer, cost, and convenience and communication. People’s understanding of marketing activities, from the production-oriented, product-oriented, sales-oriented and marketing-oriented (ie 4P’S) process. Although marketing-centered awareness is a major step forward in corporate management, it cannot stop at this level but should rise to market-oriented 4C′S.