营销组合理论的回顾与展望

营销组合理论的发展具有连续性。新旧组合理论不是相互替代而是相互补充和完善。营销组合理论以简练的方式反映了营销理论的发展并具有一条清晰的发展主线,即:随着社会经济的发展,市场竞争的加剧,生产者在营销组合中的地位在逐渐弱化和降低;消费者的地位在逐渐强化和提高,并最终达到了两者的平衡。营销组合理论的发展趋势表明,融合生产者、消费者、社会环境和自然环境,强调营销所涉及的各方之间的平衡、和谐关系是营销理论研究发展的方向。

The Theoretical Review on Marketing Mix

Marketing mix theories have undergone a continuous history,in which they got mutually complemented and perfected.These theories briefly reflects the development of marketing theory that follows a clear trend,i.e,with the social economic growth and the increasingly intensified market economy,producer′ position becomes gradually weakened and lowered in marketing mix while consumer has its position more strengthened and raised and eventually gets on a par with each other.This trend shows that the latest researches on marketing mix focuses on the balanced and harmonious relationship among all parties concerning marketing,involving producer,consumer,social environment and natural environment,etc.