浅析营销观念及营销战略的转变

Change of Marketing Idea and Marketing Strategy

本文从市场营销观念的演进过程,探析营销活动的发展规律。消费者的客体地位主体化,企业争取顾客满意的重要性日益突出。在这个转变过程中,营销观念随之变化。本文主要分析比较了4P、4C两种理论。从4P到4C的转化不是简单的替代,而是思维角度的变换,是经营战略层次的升级换代。它使人本位的思想得到了强化。这也是人类社会从物质满足到精神满足的一个飞跃发展。本文从企业建立更有效的管理模式的角度考虑以新的营销观念为指导,真正地与顾客共享社会发展所带来的物质精神成果。

This article analyzes the developing rules of marketing activity on basis of the evolution course of marketing idea. The marketing activities has already centered around the consumers. Moreover, the enterprises stress more on the satisfaction of the consumers. In this transition, marketing concepts change accordingly. This article mainly analyzes and compares the two theories of 4P and 4C. The transformation of 4C to 4P is not a simple substitution, rather it is the change of mentality, and it is the progression of marketing strategies. It reinforces the thought of humanity, and it is also a breakthrough in the course of the development of human society from material satisfaction to mental satisfaction . This article tries to explore the new marketing ideas based on the establishment of more efficient management models in the enterprises, with the purposes of sharing material and mental fruits with consumers.