从交易营销到战略营销:营销理论范式的比较与创新

The Comparnsion and Innovation of Marketing Modes:from Transactional Marketing to Strategic Marketing

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。

The history of marketing shows that under the modem market competition the traditional transactional marketing based on 4 Ps strategy has gradually lost its power in explanning the new issues. However, relationship marketing has not be accepted as the mainstream marketing modes by now because it is still short of the supportive theoretical structure and analystical means. In this case the strategic marketing management （ SMM ） theory gets more attention as it is oriented by competition and customer. The theory of SMM porves vital to Chinese enterprises in terms of marketing strxtegy planning in future.