论e时代的营销4P新变革、矛盾及对策(国外英语资料).doc

论e时代的营销4P新变革、矛盾及对策(国外英语资料) Press: the earliest version of this article was published in the national economic and management core journal fortune times, the eighth issue of 2002. (revised by Dr. Zhang Xin, forming the current version.) Facing the new E era economy, what changes have taken place in 4P marketing theory? What new contradictions have emerged? What new measures should we adopt? I. changes, contradictions and Countermeasures of Product (I) change 1, from the traditional first postpartum marketing change into a thorough first sell, post production.. The traditional 4P model is basically post natal marketing, so that enterprises with sample survey come to the conclusion, to determine their own products and output. In fact, it is not difficult to see, this is also to allow enterprises to follow the feeling of walking, because tens of thousands of consumers in the extraction of a limited number of samples, it is absolutely inevitable conjecture, error, false appearance and distortion. In the E era, consumers through the enterprise site visit, to choose to design the products they need, and then place an order on the Internet, and the transmission of information to the enterprise, the enterprise according to the customers orders to organize production, the product is directly sent to the subscribers hands, this is completely after the first sales of production (sales). 2, from traditional mass production to individual production. The traditional 4P mode, regardless of the enterprise to do a survey on how accurate the market demand, in production, but also to consumers is divided into typical different groups, group are each enterprise abstracted from the corresponding feature, namely group characteristics, in the organization of production, is to group characteristics as basis. Group characteristics determine that traditional 4P is batch production and use batch to correspond to groups. In the E era, the organization of production is based on individual consu