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中国是处于经济转型时期的发展中国家,科学技术发展水平参差不齐,企业制度发育程度极度不平衡。处于上述现实情况中的中国企业更需要一种务实的营销理论,才能克服现实中的困难,“4Ws”营销组合是一种基于新兴古典微观经济学理论指导下的营销理论。它也是“4Ps”营销组合与“4Cs”营销组合的发展与创新。“4Ws”营销组合更具普遍性与现实性。
As a developing country in the period of economic restructuring, China has uneven development levels in science and technology and an extremely uneven degree of development in the enterprise system. Chinese enterprises in these realities need a pragmatic marketing theory to overcome the difficulties in reality. The “4Ws” marketing mix is a kind of marketing theory based on the theory of emerging classical microeconomics. It is also the development and innovation of the “4Ps” marketing mix and the “4Cs” marketing mix. “4Ws” marketing mix more universal and reality.