营销组合理论演变的动因分析

Analysis on Reasons of the Development Marketing Combinatorial Theories

1960年,麦卡锡创立了经典的4Ps营销组合理论。在随后的40多年历史发展中,营销组合理论发展迅速,各种理论层出不穷,6Ps、7Ps、10Ps、4Cs、4R s等学说百家争鸣。营销理念由注重短期交易关系转变为对长期交易关系的注重是营销组合理论发展的思想背景,而企业组织结构柔性化和企业交易控制权弱化则是推动营销组合理论演变的双重最终动因。

In 1960, McCarthyism set up the classical 4Ps of Marketing Combinatorial theory. In historical development for more than 40 years, Marketing combinatorial theories that instruct enterprise practice directly have emerged in an endless stream. 4Ps, 6Ps, 10Ps, 7Ps, 4Cs, 4Rs are active in the academia and business circles. The marketing concept of focusing on the short relation of trade turns into that of focusing on the long relation. It is the thought background of the development of Marketing Combinatorial Theory. The flexibility of structure framework and infirmness of controlling with enterprise trade power are the double reasons for promoting the development of Marketing Combinatorial theories.