对于营销而言,4P 是营销的根基,是一个基础,这种基础是否能够作变动?在几年前舒尔茨做了一些尝试,提出了4C 模式。但是并没有影响企业方对于营销的看法,倒是他提出的整合营销传播很契合国内市场的现状,特别是对媒体分化、广告泛滥的现象提出了一个办法。这次尝试至少说明了4P 还是中国企业营销和发展策略的主要信条。因为4P 的形式很简单, For marketing, 4P is the foundation of marketing, is a foundation, this foundation can make changes? In a few years ago Schultz made some attempts to put forward 4C mode. But it did not affect the business side’s view on marketing, but added that his proposed integrated marketing communication is in line with the status quo in the domestic market, especially the media division, the phenomenon of advertising put forward a solution. This attempt at least shows that 4P is still the main tenet of China’s corporate marketing and development strategy. Because the form of 4P is very simple,