基于4P基础营销理论的4C4R市场营销组合映射关系探讨.docVIP

基于4P基础营销理论的4C-4R市场营销组合映射关系探讨 摘要：4P营销理论由麦卡锡最早提出，随后4C和4R营销组合理论被相继提出。它们之间的关系并不是取代，4P的基础地位没有改变，4C和4R理论是4P理论的映射和拓展。本文建立了4P基础理论在4C和4R营销组合理论中的一一映射，即用4C和4R理论来加强和完善4P理论。分别建立4P理论所包含的产品、价格、渠道、促销这四个元素，与4C理论所包含的顾客、成本、方便、沟通四个元素，以及与4R理论所包含的产品、价格、渠道、促销四个元素之间一种一对一的确定的对应关系。强调了4P理论每个元素对4C和4R营销组合中每个元素之间的基础和指导的关系，以及4C和4R营销组合中每个元素对4P理论每个元素的应用和拓展关系。 关键词：营销理论；4P；4C；4R；映射 Mappings of the Basic Marketing Theory of 4P In the Marketing Theories of 4C and 4R Wang Ding-ding, Ma Yao-feng (Tourism and Environment College, Shaanxi Normal University, Xi’an710062) Abstract: The marketing theory of 4P was firstly put forward by McCarthy, then the marketing theories of 4C and 4R were put forward one after another. The relationship between them is not replacement, the basic position of 4P has not changed, the theories of 4C and 4R are the mapping and expand of the theory of 4P. This paper established the one-to-one mappings of the basic marketing theory of 4P in the marketing theories of 4C and 4R, using the theories of 4C and 4R to strengthen and perfect the theory of 4P. Between the four elements of the 4P theory including product price place promotion, and the four elements 4C theory including customers costs convenience and communication, and the four elements 4R theory including reaction relativity relationship retribution , respectively established the certain one-to-one corresponding relationships. Emphasized the basis and directive relationship for each element of the 4P theory to each element of the 4C and 4R theories, and the applied and developing relationship for each element of the 4C and 4R theories to each element of the 4P theory. Keywords: marketing theory；4P；4C；4R；mapping 一、引言 4P是指产品(Product)、价格(Price)、渠道(Place)、促销(Promotion)四要素，由美国密西根大学教授杰罗姆.麦卡锡(J.Mccarthy)于50年代末提出，是站在企业视角，以产品为核心、以企业销售为导向的的市场营销基础理论。4C由消费者(Consumer)、成本(Cost)、便利(Convenience)、沟通(Communication)组合而成，它由美国劳之朗(lauterbom)教授在80年代提出，是站在消费者视角，以顾客为核心、以消费者需求为导向的市场营销组合理论。4R是指反应(Reaction)、关联(Relativity)、关系(Relationship)、回报(