| 市场营销组合理论历史沿革及发展趋势 |
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| 引用本文： | 黄志锋,吕庆华. 市场营销组合理论历史沿革及发展趋势[J]. 江南大学学报(人文社会科学版), 2009, 8(6): 103-108 |
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| 作者姓名： | 黄志锋 吕庆华 |
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| 作者单位： | 华侨大学,工商管理学院,福建,泉州,362021 |
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| 基金项目： | 福建省教育厅社会科学基金 |
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| 摘 要： | 市场营销组合理论历经4P理论、多P理论、4C理论、4V理论和4R理论的变革,外部营销环境条件的变化是营销组合理论演进的驱动力,营销组合的发展变化体现了营销理念的更替,营销组合理论的发展一脉相承,具有内在关联性和可预测性特质。
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| 关 键 词： | 市场营销组合 演进 发展趋势 |
Historical Evolution of Marketing Mix Theory and Its Developmental Tendency |
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| HUANG Zhi-feng,LV Qing-hua. Historical Evolution of Marketing Mix Theory and Its Developmental Tendency[J]. Journal of Southern Yangtze University:Humanities & Social Sciences Edition, 2009, 8(6): 103-108 |
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| Authors: | HUANG Zhi-feng LV Qing-hua |
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| Affiliation: | (College of Business Administration,Huaqiao University,Quanzhou 362021,China) |
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| Abstract: | Marketing mix theory has experienced a course of change and development from 4P to 4C,4V and 4R theory. The changeability of external marketing environmental conditions is the primary motivation for the evolution of marketing mix theory,and the change and development of marketing mix reflects the alternation of marketing concepts. These five marketing theories developed inherently with intrinsic relation and are predictable. |
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| Keywords: | Marketing Mix Evolution Developmental Tendency |
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