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1、试论现代营销的核心理念（Onthecoreideaofmodernmarketing）Modernmarketingisrelativetotraditionalmarketing.Traditionalmarketingisbasedon4Ps(product,price,channel,promotion)asthecorecontentofmarketingtheoryframeworkandmarketingpractice.4Ps'smarketingstrategywasputforwardbyJeromeMcCarthysincet
2、heendof50s,andhasbeenregardedastheclassicofmarketingtheorybymarketingmanagers.Moreover,howtorealizethemarketingmixundertheguidanceof4Pstheoryisthebasicoperationmethodofenterprisemarketing.Withtheincreasinglyfiercemarketcompetition,themediaspreadfasterandfaster,using4Pstheoryt
3、oguidethepracticeofcorporatemarketinghasbecomeincreasinglypowerless,insomeplaces,someplaces,evenalittle4Pstheoryis"out".Bythe80soflastcentury,Americanscholarsputforward4Cs(customer,cost,convenience,communication)marketingtheoryinviewoftheexistingproblemsof4P.Thecoreof4Cstheor
4、yisthefollowingfourpoints:customerorientation,costsavingforcustomers,convenienceofcustomerpurchaseanduse,andeffectivecommunicationwithcustomers.Obviously,4Cshasasubstantialbreakthroughbothinconceptandinoperationmethodsthan4Ps.However,duetotherapiddevelopmentofinformationandne
5、tworktechnology,thecustomerhaveneverhadalotofinformation,theproblemofasymmetricinformationinthecustomerandthemerchanttransactionprocesswasgreatlyeliminated,thusthecustomerbecomesevermoreindependentanddiscerningcustomersreallydominatethemarket.Thepositionofbothsideshaschanged,
6、andtheeraofbusinessledmarketingiscomingtoanend.Theeraofcustomerledsalesshouldbeofficiallycoming.Inthiscase,4Cshasevolvedinto4Rs,andform4Rs(correlation,reaction,relation,return)asthecoreofthemarketingtheory,thistheorypresentsanewconceptofmarketingandoperationoffourelements.Int
7、hecourseoftheevolutionofmarketingtheoryfrom4Psto4Csandto4Rsagain,therearesomeveryimportantfactorsthatactuallyplayadirectdrivingrole.Orarethesefactorscontributingtotheevolutionofmarketingtheory?.Oneofthemostimportantdriversisthedevelopmentofmarketingphilosophy.If4Psrepresentst
8、raditionalmarketing,then4Csand4Rsaremodernmarketing.Modernmarketingp
