| 4P、4C与4R:交易费用经济学的视角 |
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| 引用本文： | 宋思根.4P、4C与4R:交易费用经济学的视角[J].上海市经济管理干部学院学报,2004,2(4):18-23. |
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| 作者姓名： | 宋思根 |
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| 作者单位： | 上海财经大学,上海,200433 |
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| 摘 要： | 4P是经典营销理论的核心内容之一。随着经济、文化和技术的全球化与区域化不断发展,市场竞争异常激烈,顾客在大部分领域取得了绝对的选择权,营销理论随之出现了4C和4R等“崭新”内容。从交易费用经济学的角度看,4C和4R不是对4P的替代,而是一种重要补充和发展。
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| 关 键 词： | 4P 4C 4R 交易成本 市场营销 |
| 文章编号： | 1672-3988(2004)04-0018-06 |
| 修稿时间： | 2004年1月30日 |
4P、4C and 4R:the transaction cost economics perspective |
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| Song Sigen.4P、4C and 4R:the transaction cost economics perspective[J].Journal of Shanghai Economic Management College,2004,2(4):18-23. |
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| Authors: | Song Sigen |
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| Abstract: | 4P is one of the core chapters in classical marketing theory. With the increasing globalization
and regionalization in the economics, culture and technology field, market competition become more serious,
the customers are gaining the dominant power in most market areas. Thus, some marketing researchers de-
velop the 4C and 4R. From the transaction cost perspective, 4C and 4R are some kinds of supplement to
4P, but not substitutions. |
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| Keywords: | 4P 4C 4R transaction cost marketing |
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