后现代营销与现代营销的比较研究——基于4Ps的分析

The Comparative Study of Postmodern Marketing and Modern Marketing: Based on the Analysis of the 4 Ps

随着后现代主义的不断发展,后现代营销应运而生,后现代消费文化独具一格,与传统的现代营销范式相冲突。文中分析了后现代营销的消费特点,并基于这些特点分析了现代营销与后现代营销的差异,同时,基于4Ps的视角分析了现代营销与后现代营销,并根据分析得到了管理启示。

With the continuous development of postmodemism, postmodem marketing arises at the historic moment. postmodern consumption culture is originality and makes conflict with the traditional modern marketing. This paper analyzes the characteristics of postmodern marketing consumption, and analysis of the difference of modem marketing and postmodem marketing based on the characteristics. At the same time,based on the perspective of the 4 ps analysis of modern marketing and postmodern marketing. Finally,This paper gives some management enlightenment, according to the analysis.