营销1.0到营销3.0亨利·福特曾言:“无论你需要什么颜色的汽车,福特只有黑色的。”这是营销1.0时代才有的“狂言”。那是一个以产品为中心的时代,营销的主要功能是为产品创造需求。麦卡锡的4P理论被奉为圭臬:开发产品、制定价格、进行促销和建立渠道。随着产品日益丰富,全球逐渐进入买方市场时代,营销也因为客户需求不足而愈发引起企业重视,逐渐从战术 Marketing 1.0 to Marketing 3.0 Henry Ford has said: “No matter what color of car you need, Ford is only black.” This is what Marketing 1.0 has to offer. That is a product-centric era, the main function of marketing is to create demand for the product. McCarthy’s 4P theory has been cited as a benchmark: developing products, setting prices, promoting sales, and establishing channels. With the increasingly rich products, the global gradually into the buyer’s market era, marketing, but also due to lack of customer demand and increasingly attracted the attention of enterprises, and gradually from the tactics