摘要
营销组合理论的演进经历了从4Ps到4Cs再到4Rs的过程。随着时代的变迁,营销理论在演进的过程中正以产品为中心向以顾客为导向迈进。鉴于此,物流企业应从业务观念、业务内容以及业务方式上着手,通过不断的业务创新来引导和满足客户需求,在目标市场中提供区别于竞争对手的差异化与个性化的服务。
The theory marketing mix experienced from 4Ps to 4Cs, and 4Rs. The theory marketing takes product as the core. Therefore, the logistics enterprises should improve the business from idea, contents and approaches, so as to meet the needs of customers by business innovation. This paper provided the basic idea of the marketing mix theory and given paradigms of logistics enterprise business innovation
出处
《改革与战略》
2013年第3期57-59,101,共4页
Reformation & Strategy
关键词
营销组合
物流
业务创新
marketing mix
logistics
business innovation
