基于4P4C4S的市场营销竞争情报沙盘演练系统研究

Research on the Sand Table Simulation System for Marketing Competitive Intelligence Based on 4P4C4S

沙盘演练法已逐步成为企业应对动态、多变、复杂竞争环境的动态模拟方法之一。文章在对4P,4C,4S的基本概念和市场营销竞争情报沙盘演练系统在集成性的竞争情报沙盘演练系统中所处的位置进行分析后,对该系统的功效和3类子系统的构成机理进行了阐述。最后提出了系统演练的9个步骤和5个保障元素。

Sand table simulation has gradually become one of the dynamic simulation methods for enterprises to cope with the dynamic, changeable and complex competitive environment. After analyzing the basic concepts of 4P, 4C and 4S, and the position of the sand table simulation system for marketing competitive intelligence in the sand table simulation system for integrated competitive intelligence, this article expatiates on the efficiency of the system and the composing mechanism of the 3 types of subsystems. Finally, the article proposes 9 steps and 5 guarantee elements for system simulation.