analysis- from 4p 4c retailers seek change steering（从4 p分析- 4 c零售商寻求改变转向）.docVIP

Analysis: From 4P 4C retailers seek change steering Research papers Download News: Any one been to marketing or business seminar course people know 4Ps theory that product (Product), price (Price), promotion (Promotion) and location (Place). In the Internet era, the consumer must go to the store for consumption rather familiar 4P theory in such a store ‘product core’ era got rapid development. But today, anytime, anywhere consumption of ‘core consumer’ era of turbulent strikes, in accordance with the theory of traditional 4P businesses gradually force can not support, and 4Cs theory will lead the new prosperity. Traditional retail market theory and 4Ps Retail English word ‘retail’ comes from the French ‘retaillier’, meaning a small number of different locations in the distribution and sale. Consumers have to go to a place to get products, including daily consumables such as food. In large retail shopping mode before the rise, consumers need to go to the market or a particular family-run shop to buy things, then success is the core business operations to promote their products. Amazon in e-commerce, especially the formation of such a large electricity providers before consumers can not purchase products directly from the manufacturers directly, so the hypermarket model line large retailers emerged as a consumer and as a bridge between manufacturers, and gradually become a ‘core product’ era of retail main. They come through advertising and promotions to consumers to promote its freshest products, the most abundant category and the most competitive prices. ‘Product core’ era of life seems quite happy 4Ps hypermarket retail model is the best interpretation of the theory. Why 4Ps theory is not applicable? Today’s retail formats are being impact both trends: the first is linked to technological progress anywhere; second is the gradual change of consumers’ spending habits and values. In the ‘core consumer’ world, 4Ps theory and reality Consistency