走出4P模式——市场营销的新概念

The New Concept of Marketing: out of 4"P"s Model

当代企业市场环境的剧烈变化正在推动营销理念与方式的变革,反映这种变化趋势,全球最大的市场营销组织AMA提出了市场营销的新概念。本文介绍了AMA提出市场营销新定义的背景与研究过程,分析了新定义所反映的关注顾客关系价值、引导企业走出4Ps模式等营销新趋势。

The drastic changes of market environment for modern enterprises are promoting the innovation in marketing ideas and methods.The biggest marketing association in the world, AMA presents the new concept of marketing which reflects the new trend of such change. This paper introduces the background and research progress for AMA＇s new marketing definition. It analyzes the new trend of marketing including the value of customer relationship that the new definition focuses on and the guidance it provides for the enterprises out of the 4“P”s Model.