摘要
作为营销管理重要组成部分的4P组合理论,自提出以来就在指导企业营销实践方面发挥了重要作用,而且随着市场环境的不断发展变化,4P组合理论经历了7P、6P、10P到4C、4R、4V的演绎,其理论内涵不断完善和扩展,而旨在把消费过程转变为消费者感受快乐、分享快乐、提高生活品质的过程的5E营销理论,无疑为企业更好地运用4P组合策略、满足消费者需求提供了新的思路和视角。
As an important part of marketing management,the marketing mix theory of 4Ps has been playing an important role in guiding enterprises＇ marketing practice since it was put forward.Along with changing of the marketing circumstance,the marketing mix theory of 4Ps has experienced the development from 7Ps,6Ps and 10Ps to 4Cs,4Rs and 4Vs,and its connotation has been improved and extended.Undoubtedly,the 5E-marketing,which aims at turning the process of consumption into a process which can bring happiness and improve the quality of life,will provide a new angle for enterprises to utilizing the marketing mix theory of 4Ps and satisfy the need of consumers.
出处
《中国流通经济》
CSSCI
北大核心
2011年第2期76-80,共5页
China Business and Market
关键词
4P组合
理论发展
5E营销
marketing mix theory of 4Ps
theoretical development
5E-marketing
