| 和谐营销战略的构建——4P与4C的对接 |
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| 引用本文： | 梁辉煌.和谐营销战略的构建——4P与4C的对接[J].经济与管理,2005,19(11):50-53. |
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| 作者姓名： | 梁辉煌 |
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| 作者单位： | 湖南财经高等专科学校,工商管理系,湖南,长沙,410205 |
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| 摘 要： | 4C 理论的提出是企业营销战略追求和谐的结果。通过4P 理论中的产品、价格、渠道及促销因素与对应的4C 理论中的消费者的需求、愿意支付的成本、购买的便利性及与消费者的沟通四个方面进行对接分析,实现了企业和谐营销战略的构建。
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| 关 键 词： | 和谐营销 4P 4C 对接 |
| 文章编号： | 1003-3890(2005)11-0050-04 |
| 收稿时间： | 05 16 2005 12:00AM |
| 修稿时间： | 2005年5月16日 |
The Construction of Harmonious Marketing Strategy -the Combination between 4P and 4C |
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| LIANG Hui - huang.The Construction of Harmonious Marketing Strategy -the Combination between 4P and 4C[J].Economy and Management,2005,19(11):50-53. |
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| Authors: | LIANG Hui - huang |
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| Institution: | 1. Business Administration College, Hunan University, Changsha 410082, China; 2. Business Administration Department, Hunan Financial and Economic College, Changsha 410205, China |
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| Abstract: | The introduction to the evolution from marketing combination 4P to 4C,which reveals that the proposition of 4C theory in essence is resulted from the enterprises'pursuit of harmonious marketing strategy.The author makes joint analysis of product,price,place,and promotion in 4P theory and customer,cost,convenience and communication in 4C theory so as to find out how to build harmonious marketing strategy for the enterprises. |
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| Keywords: | harmonious marketing 4P 4C combination |
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