整体营销组合:营销组合的集成化与定制化

继4P营销组合理论产生之后，相继出现了6P、7P、11P、4C、3R、4R、4V、4S、4E等营销组合新理论。这些新理论，或期望对4P加以扩充和完善，或试图对4P进行颠覆和取代，但落实到操作层面时，不仅离不开4P，更不如4P易于撑控。为了融合各种营销组合并增强其可操作性，本文在明确各种营销组合之间的关系基础上，提出了“整体营销组合”的概念，确立了相应的模型和依据。提供了“整体营销组合”的应用思路。

Overall Marketing Mix:Integration and Customization of Marketing Mix

Following the marketing mix theory of 4P,new marketing mix theories such as 6P,7P,11P,4C,3R,4R,4V,4S,and 4E appeared.These new theories are expected to expand and improve 4P,or attempt to subvert and replace it.In practice,all these theories are not only inseparable from 4P,but also less practical.To integrate various marketing mixes and enhance their operations,the paper explicates the relationship between the various marketing mixes,proposes the concept of an overall marketing mix,establishes a correspond...