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新营销理论的核心观点是4CS代替4PS:需求代替产品、成本代替价格、便利代替地点、沟通代替促销。不能满足消费者新需求的产品必定被淘汰;不通过技术创新和规模生产,没有成本优势的产品必定被淘汰;不进行销售通路创新.不能为消费者提供购买便利的产品必定会在竞争中失败;不加强与消费者沟通.不采取消费者乐于接受的方式促销必定是无效的。所以说产品必须与时俱进,产品升级是生存的需要、发展的需要、竞争的需要。
The key point of the new marketing theory is 4CS instead of 4PS: demand instead of products, cost instead of price, convenience instead of location, communication instead of sales promotion. Products that can not meet the new needs of consumers are bound to be eliminated; products that do not have cost advantages without technological innovation and large-scale production are bound to be eliminated; and no sales channel innovations are available. Products that can not provide consumers with convenient purchases are bound to fail in competition ; Not to enhance communication with consumers.Do not take the way consumers are willing to accept the promotion must be ineffective. So products must keep pace with the times, product upgrades are the needs of survival, development needs, competition needs.