| 市场营销策略的比较研究 |
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| 引用本文： | 杜伟锦,章斌,张凤霞.市场营销策略的比较研究[J].电子科技大学学报(社会科学版),2004(3). |
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| 作者姓名： | 杜伟锦 章斌 张凤霞 |
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| 作者单位： | 杭州电子工业学院管理分院 杭州310018
(杜伟锦，章斌)，杭州电子工业学院管理分院 杭州310018(张凤霞) |
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| 摘 要： | 随着经济社会的发展,市场营销理论在实践应用中不断创新,市场营销策略也在不断演变。该文在对传统的4Ps营销策略、近年提出的4Cs及新提出4Rs、4Vs营销策略的基本内涵、特点、优势作了比较分析,在此基础上,结合我国企业的营销环境和企业的自身特点等情况,提出了各种营销策略的应用市场环境和适用范围。该结论可以指导企业如何正确把握和合理运用各类营销策略。
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| 关 键 词： | 市场营销 新营销策略 特点比较 应用范围 |
Comparison Study of Marketing Strategies |
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| Du Weijin,Zhang Bin,Zhang Fengxia.Comparison Study of Marketing Strategies[J].Journal of University of Electronic Science and Technology of China(Social Sciences Edition),2004(3). |
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| Authors: | Du Weijin Zhang Bin Zhang Fengxia |
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| Abstract: | As economic society develops,the marketing strategies changes constantly while the marketing theory innovates unceasingly in practical use. With an analysis of the content,characters and advantages of the traditional 4Ps marketing strategies, 4Cs marketing strategies in the well as 4Rs and 4Vs marketing strategies recently put forward, this paper proposes the applicable market environments and ranges that the above marketing strategies can be put into by combining Chinese marketing environment and its enterprises characteristics. It helps instruct Chinese enterprises how to understand and apply those marketing strategies appropriately. |
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| Keywords: | marketing new marketing strategies characteristics comparison applicable area |
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