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在近50年的发展中,营销组合理论经过经典的4Ps理论发展到今天最新的4Rs理论。分析发现,可以从交换障碍克服的视角来看营销组合理论的这一演变过程。随着交易环境的不断复杂化,许多潜在的市场力量逐渐凸显,从而不断引发新的交换障碍出现;这促使营销人员策划出各种营销组合来克服这些障碍,而营销实践的发展推动了营销组合理论的不断演变。
In the recent 50 years of development, the marketing mix theory has developed from the classic 4Ps theory to the latest 4Rs theory today. The analysis found that this evolution of the marketing mix theory can be viewed from the perspective of exchanging barriers. As the trading environment continues to be complicated, many potential market forces have gradually become apparent, and new exchange barriers continue to emerge; this has prompted marketers to plan various marketing combinations to overcome these barriers, and the development of marketing practices has driven the marketing mix The theory is evolving.