摘要
营销组合理论的发展具有连续性。新旧组合理论不是相互替代而是相互补充和完善。营销组合理论以简练的方式反映了营销理论的发展并具有一条清晰的发展主线,即:随着社会经济的发展,市场竞争的加剧,生产者在营销组合中的地位在逐渐弱化和降低;消费者的地位在逐渐强化和提高,并最终达到了两者的平衡。营销组合理论的发展趋势表明,融合生产者、消费者、社会环境和自然环境,强调营销所涉及的各方之间的平衡、和谐关系是营销理论研究发展的方向。
Marketing mix theories have undergone a continuous history, in which they got mutually complemented and perfected. These theories briefly reflects the development of marketing theory that follows a clear trend, i.e, with the social economic growth and the increasingly intensified market economy, producer＇ position becomes gradually weakened and lowered in marketing mix while consumer has its position more strengthened and raised and eventually gets on a par with each other. This trend shows that the latest researches on marketing mix focuses on the balanced and harmonious relationship among all parties concerning marketing, involving producer, consumer, social environment and natural environment, etc.
出处
《商业研究》
CSSCI
北大核心
2009年第3期6-9,共4页
Commercial Research
基金
国家自然科学基金资助项目<服务性跨国公司全球营销新战略模型的创建及应用>阶段性研究成果
项目编号:70572085
重庆市教育委员会科学技术研究项目<服务技术创新与服务忠诚关系模型的创建及其应用>阶段性成果
项目编号:KJ080718
关键词
营销组合
生产者
消费者
平衡
互动
和谐
marketing mix
producer
consumer
balance
interaction
harmony
