基于不同营销组合视角下广告策略选择探讨

营销组合使市场营销的有关内容成为一个有机的整体。营销策略本身就包含广告策略，营销组合的观念经历了从4P到4C再到4R的转变．也影响着广告策略的不断更新。4P、4C和4R是看待营销策略的不同视角，它们之间不是相互取代的关系，而是相互补充的关系。不同视角下的广告策略也不尽相同，4P视角下的广告与销售促进是整合交互，4C视角下的广告主要以价值沟通手段出现，4R视角下广告转变为建立关联和维系关系为导向。不同的营销视角有助于我们从不同的角度观察、理解广告策略的创新，取得最佳经济效益。

Discussion on the Advertising Strategies from the Perspective of Different Marketing Mix

The marketing mix integrates all relevant contents of marketing into an organic whole, with ad- vertising strategies as an important part. The perspective of marketing mix concept has developed from 4P, 4C to 4R. They are not replacing each other, but complementing each other. Accordingly, advertis- ing strategies are adjusted. In 4P perspective, advertising integrates and interacts with sales promotion; in 4C perspective, advertising appears mainly as the communication method of value; in 4R perspective, advertising has been developing into establishing and maintaining relationship-oriented. Different mar- keting perspective helps us analyze and understand the innovation of advertising with a variety of angles, which leads to the result of achieving the best economic benefit.