摘要
在近50年的时间里,营销组合理论从经典的4Ps理论发展到今天最新的4Rs理论。从交换障碍克服的视角看营销组合理论的这一演变过程可以发现:随着交易环境的不断复杂化,许多潜在的市场力量逐渐凸显,从而不断引发新的交换障碍出现,这促使营销人员策划出各种营销组合来克服这些障碍,而营销实践的发展推动了营销组合理论的不断演变。
With a historical development of 50 years,the theory of 4Rs is the latest form of marketing mix theory with the primal form of 4Ps.The author regards：the intrinsic logic of the development of marketing mix theory can be analyzed from a perspective of overcoming the exchange obstacles.As the conditions of exchange becoming complex, a lot of market powers are emerging, so they result in a lot of new exchange obstacles.Marketing managers design all kinds of marketing mixes to overcome these exchange obstacles, and the marketing practices drive the development of marketing mix theory.
出处
《广东商学院学报》
2007年第1期53-57,共5页
Journal of Guangdong University of Business Studies
关键词
市场营销组合
演变逻辑
交换障碍
marketing mix
intrinsic logic of development
exchange obstacles
