摘要
在回顾企业传统的 4P和 6P市场策略基础上 ,着重讨论了面向全球化大市场环境的4C竞争策略 ,分析了其构成要素即顾客满意、降低成本、加强交流、提供方便以及各要素之间的关系·也论述了现代 4C竞争策略与传统 4P和 6P策略的相互关系 ,4P策略着重产品功能 ,6P策略除产品功能外更偏重市场功能 ,而 4C市场营销策略除强调市场功能外更突出顾客的支配作用 ;指出了实现这一策略的关键是顾客至上 ,千方百计满足顾客需要·为企业改造和发展 ,参与全球化。
Base on the review of traditional 4P and 5P marketing strategies,4C competitive strategies faced to huge integrated market were discussed. The 4C are customer satisfaction,reducing cost,enhancing communication and providing convenience. The configuration of 4C is given,and also the relation of factors was discussed. The relation of 4C,4P and 6P was considered. 4P puts emphasis on product function. 6P adds market function to 4P. But 4C pays more attention to the customer than the traditional marketing strategies. The realizing methods of 4C are given. The paper peovides useful reference model of enterprises improvement and development,which will be helpful to enhance enterprise's competition ability in the integrated and Internet market.
出处
《东北大学学报（自然科学版）》
EI
CAS
CSCD
北大核心
2002年第3期228-231,共4页
Journal of Northeastern University(Natural Science)
基金
国家自然科学基金资助项目 (70 1710 5 6)
国家重点科技攻关资助项目 (97 5 62 0 1 0 7)
关键词
市场策略
市场竞争
营销组合
集成化营销模型
顾客满意
market strategies
market competition
marketing combination
integrated marketing model
customer satisfaction
