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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'smarketingstrategywasputforwardbyJ
2、eromeMcCarthysincetheendof50s,andhasbeenregardedastheclassicofmarketingtheorybymarketingmanagers.Moreover,howtorealizethemarketingmixundertheguidanceof4Pstheoryisthebasicoperationmethodofenterprisemarketing.Withtheincreasinglyfiercemarketcompetition,themedi
3、aspreadfasterandfaster,using4Pstheorytoguidethepracticeofcorporatemarketinghasbecomeincreasinglypowerless,insomeplaces,someplaces,evenalittle4Pstheoryis"out".Bythe80soflastcentury,Americanscholarsputforward4Cs(customer,cost,convenience,communication)marketi
4、ngtheoryinviewoftheexistingproblemsof4P.Thecoreof4Cstheoryisthefollowingfourpoints:customerorientation,costsavingforcustomers,convenienceofcustomerpurchaseanduse,andeffectivecommunicationwithcustomers.Obviously,4Cshasasubstantialbreakthroughbothinconceptand
5、inoperationmethodsthan4Ps.However,duetotherapiddevelopmentofinformationandnetworktechnology,thecustomerhaveneverhadalotofinformation,theproblemofasymmetricinformationinthecustomerandthemerchanttransactionprocesswasgreatlyeliminated,thusthecustomerbecomeseve
6、rmoreindependentanddiscerningcustomersreallydominatethemarket.Thepositionofbothsideshaschanged,andtheeraofbusinessledmarketingiscomingtoanend.Theeraofcustomerledsalesshouldbeofficiallycoming.Inthiscase,4Cshasevolvedinto4Rs,andform4Rs(correlation,reaction,re
7、lation,return)asthecoreofthemarketingtheory,thistheorypresentsanewconceptofmarketingandoperationoffourelements.Inthecourseoftheevolutionofmarketingtheoryfrom4Psto4Csandto4Rsagain,therearesomeveryimportantfactorsthatactuallyplayadirectdrivingrole.Orarethesef
8、actorscontributingtotheevolutionofmarketingtheory?.Oneofthemostimportantdriversisthedevelopmentofmarketingphilosophy.If4Psrepresentstraditionalmarketing,then4Csand4Rsaremodernmarketing.Modernmarketingp
