摘要
首先从产品、价格、渠道、促销四个方面阐述了物流对市场营销的作用,然后从促销策略、市场预测、市场营销渠道三方面分析了市场营销对物流的影响,最后基于产品生命周期理论,探究了导入期、成长期、成熟期和衰退期分别应采取的两者整合发展策略。
In this paper, we first elaborated on the effect of logistics on market operation on the aspects of product, price, place and promotion and the effect of market operation on logistics on the aspects of promotional strategy, market prediction and market channel, and finally, on the basis of product life-cycle theory, explored the strategy for the integration of the two for the stages of introduction, growth, maturity and degradation.
出处
《物流技术》
北大核心
2012年第11期170-171,194,共3页
Logistics Technology
关键词
市场营销
物流管理
产品生命周期
整合发展
marketing
logistics management
product life cycle
integrated development
