以4P为核心的营销组合与关系营销思想在营销实践中各有利弊,本文在探讨了营销组合方法与关系营销方法整合的可能性的基础上,解释了两种理论整合后互补长短的原理,并且提出了企业在营销实践中整合两种方法的步骤,即自发整合阶段和系统整合阶段。 The marketing mix and relationship marketing idea based on 4P have their own advantages and disadvantages in marketing practice. Based on the discussion of the possibility of integrating marketing and relationship marketing methods, this paper explains the principle of complementarity between the two theories, And put forward the steps that enterprises integrate the two methods in the marketing practice, that is, the spontaneous integration phase and the system integration phase.