摘要
在回顾传统营销组合理论的基础上,结合目前的营销环境,本文提出一种新的营销组合策略,即动态营销组合策略。文章阐述了动态营销组合的概念,指出实施动态营销组合策略的意义并提出实施的步骤,最后指出实施动态营销组合策略应该注意的问题。
On the basis of reviewing traditional marketing mix theories, and considering the current marketing environment, this paper puts forward a new marketing mix strategy-dynamic marketing mix strategy （DMMS）, describes its concept, points out the significance of its implementation and implementation steps. At last, the problems in DMMS implementation are discussed.
关键词
营销管理
营销组合
动态
策略
Marketing management
Marketing mix
Dynamic
Strategy
