国外营销学界关于便利问题的研究及启示

A Review of the Research on Convenience in Marketing and Its Implications

本文回顾了便利理论的产生与发展,尝试性地概括出了便利研究的假设前提,并对便利理论在营销中的应用提出了建议。即,通过文献评述解释了便利的内涵;概括出了便利研究的假设前提;探讨了企业如何将便利用于经营的战术层面和战略层面,并考虑了企业关注便利时的成本问题;阐述了便利理论对于中国营销实践的启示。

This article reviews the origination and development of the theory of convenience, tries to summarize the prerequisite of the assumptions for this theory, and makes suggestions for its application. First of all, the definition of convenience is given in this article. Second, the prerequisite of the assumptions is summarized. Third,how to apply the theory in the management tactically and strategically,and the cost of applying it are discussed. Finally, the implications of the theory for the Chinese marketing practice are given.