{"id":67917,"date":"2022-05-09T20:22:42","date_gmt":"2022-05-09T12:22:42","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=67917"},"modified":"2022-05-09T20:23:40","modified_gmt":"2022-05-09T12:23:40","slug":"%e7%be%bd%e6%af%9b%e7%90%83%e9%a6%86%e7%9a%84%e8%90%a5%e9%94%80%e6%a8%a1%e5%9e%8b%e6%a8%a1%e6%8b%9f%ef%bc%9a4-letter","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/market\/67917.html","title":{"rendered":"\u7fbd\u6bdb\u7403\u9986\u7684\u8425\u9500\u6a21\u578b\u6a21\u62df\uff1a4-Letter"},"content":{"rendered":"\n
\u8fd9\u7bc7\u6587\u7ae0\u4e0d\u662f\u4e00\u4e2a\u4e25\u8c28\u7684\u8fd0\u8425\u64cd\u4f5c\u6587\u6848\uff0c\u800c\u662f\u501f\u9274\u300a\u5e02\u573a\u8425\u9500\u300b\u4e2d\u7684\u8425\u9500\u7406\u8bba\uff0c\u5c24\u5176\u662f\u7b80\u5355\u76844-Letter \u6765\u770b\u4e00\u4e0b\u7403\u9986\u7684\u8425\u9500\u3002<\/p>\n\n\n\n
\u5bf9\u6bd4\u897f\u65b9\u7684\u7406\u8bba\uff0c\u770b\u4e0b\u81ea\u5df1\u7403\u9986\u8fd0\u8425\u4e2d\u7f3a\u5c11\u54ea\u4e9b\u62fc\u56fe\u3002<\/p>\n\n\n\n
1960-1970\uff0c\u8425\u9500\u5b66\u5927\u5e08 JeromeMcCarthy\u63d0\u51fa4P\u8425\u9500\u7406\u8bba\uff1a<\/p>\n\n\n\n
Product-\u4ea7\u54c1 Price-\u4ef7\u683c Place-\u6e20\u9053 Promotion-\u4fc3\u9500<\/p>\n\n\n\n
\u5bf9\u4e8e\u4e00\u4e2a\u7fbd\u6bdb\u7403\u9986\u6765\u8bf4\uff0c\u8fd9\u662f\u4e00\u4e2a\u5185\u90e8\u89c6\u89d2\u3002<\/p>\n\n\n\n
\u4ea7\u54c1\u662f\u505a\u597d\u7403\u9986\u7684\u6846\u67b6\u548c\u8bbe\u65bd\uff0c\u57fa\u672c\u8981\u6c42\u662f\u7b26\u5408\u529f\u80fd\u6027\u9700\u6c42\uff0c\u8981\u80fd\u6253\u7403\uff0c\u8981\u80fd\u5b89\u5168\u7684\u6253\u7403\u3002<\/p>\n\n\n\n
\u4ef7\u683c\u662f\u5408\u4e4e\u5e02\u573a\u4f9b\u6c42\u5173\u7cfb\u7684\u4ef7\u683c\uff0c\u65e2\u8981\u8003\u8651\u7403\u9986\u7684\u6210\u672c\u652f\u51fa\uff0c\u53c8\u8981\u8003\u8651\u7ade\u4e89\u5bf9\u624b\u7684\u4ef7\u683c\u7ade\u4e89\uff0c\u5236\u5b9a\u7075\u6d3b\u7684\u4ef7\u683c\u4f53\u7cfb\u3002<\/p>\n\n\n\n
\u6e20\u9053\u662f\u6307\u5c06\u81ea\u5df1\u5ba3\u4f20\u5230\u76ee\u6807\u5ba2\u6237\u6240\u91c7\u7528\u7684\u9014\u5f84\uff0c\u80fd\u591f\u548c\u6253\u7403\u8005\u4e0d\u65ad\u7684\u53d6\u5f97\u8fde\u63a5\u548c\u4ea4\u4e92\u3002<\/p>\n\n\n\n
\u4fc3\u9500\u5219\u662f\u5ba3\u4f20\u81ea\u5df1\u6240\u91c7\u7528\u7684\u65b9\u6cd5\uff0c\u662f\u91c7\u7528\u4f4e\u4ef7\u7ade\u4e89\uff0c\u8fd8\u662f\u9519\u4f4d\u7ade\u4e89\uff0c\u964d\u4f4e\u7403\u9986\u67d0\u4e2a\u65f6\u6bb5\u7684\u4ef7\u683c\uff0c\u8fd8\u662f\u8d5e\u52a9\u6bd4\u8d5b\u5ba3\u4f20\u81ea\u5df1\u7684\u573a\u5730\uff0c\u4e0d\u4e00\u800c\u8db3\u3002<\/p>\n\n\n\n
\u8fd9\u662f\u4e00\u4e2a\u7acb\u8db3\u81ea\u8eab\u7684\u4f20\u7edf\u6a21\u578b\uff0c\u4ece\u81ea\u8eab\u51fa\u53d1\uff0c\u9010\u6b65\u9012\u8fdb\uff0c\u7ec3\u597d\u57fa\u672c\u529f\u3002\u6211\u7279\u522b\u559c\u6b22\u8fd9\u4e2a\u6a21\u578b\uff0c\u5c31\u662f\u6211\u80fd\u5e72\u4ec0\u4e48\uff0c\u6211\u5c31\u628a\u5b83\u5e72\u597d\uff0c\u5bb6\u6709\u68a7\u6850\u6811\uff0c\u5f15\u5f97\u51e4\u51f0\u6765\u3002\u5355\u505a\u597d\u4e8b\uff0c\u83ab\u95ee\u524d\u7a0b\u3002<\/p>\n\n\n\n 1990\uff0c\u8425\u9500\u5b66\u4e13\u5bb6Robert F.Lauterborn \u63d0\u51fa4C\u8425\u9500\u7406\u8bba\uff1a<\/p>\n\n\n\n Consumer-\u6d88\u8d39\u8005 Cost-\u6210\u672c Convenience-\u4fbf\u5229Communication-\u6c9f\u901a<\/p>\n\n\n\n \u5bf9\u4e8e\u4e00\u4e2a\u7fbd\u6bdb\u7403\u9986\u6765\u6570\uff0c\u8fd9\u662f\u4e00\u4e2a\u5916\u90e8\u89c6\u89d2\u3002<\/p>\n\n\n\n \u6d88\u8d39\u8005\u662f\u7fbd\u6bdb\u7403\u7231\u597d\u8005\u4e48\uff0c\u4e0d\u4e00\u5b9a\uff0c\u7fbd\u6bdb\u7403\u7231\u597d\u8005\u662f\u7403\u9986\u7684\u7528\u6237\uff0c\u4f46\u4e0d\u4e00\u5b9a\u662f\u5ba2\u6237\u3002\u8fd9\u4e2a\u6bd4\u8f83\u590d\u6742\u3002\u7406\u987a\u8fd9\u4e2a\u5173\u7cfb\uff0c\u4e0d\u6a21\u7cca\uff0c\u4e0d\u6df7\u6dc6\uff0c\u8fd8\u662f\u6bd4\u8f83\u91cd\u8981\u7684\u4e00\u73af\u3002\u4f8b\u5982\u5c0f\u670b\u53cb\u6765\u5b66\u4e60\u7fbd\u6bdb\u7403\uff0c\u5c0f\u670b\u53cb\u662f\u7528\u6237\uff0c\u800c\u4e3a\u5c0f\u670b\u53cb\u4ed8\u8d26\u7684\u7236\u6bcd\u624d\u662f\u7403\u9986\u7684\u5ba2\u6237\u3002\u8ba8\u597d\u6d88\u8d39\u8005\uff0c\u6d88\u8d39\u8005\u624d\u80fd\u6765\u6b64\u6d88\u8d39\uff0c\u6240\u4ee5\u6d88\u8d39\u8005\u7684\u53e3\u7891\u975e\u5e38\u91cd\u8981\u3002\u6d88\u8d39\u8005\u504f\u597d\u548c\u6d88\u8d39\u8005\u9700\u6c42\u503c\u5f97\u88ab\u597d\u597d\u7684\u4ed4\u7ec6\u5206\u6790\u3002<\/p>\n\n\n\n \u6210\u672c\uff0c\u5728\u529f\u80fd\u76f8\u540c\u7684\u60c5\u51b5\u4e0b\uff0c\u4e0d\u6b62\u662f\u57fa\u672c\u529f\u80fd\uff0c\u8fd8\u5305\u62ec\u9644\u52a0\u529f\u80fd\uff0c\u90a3\u4e48\uff0c\u6210\u672c\u8d8a\u4f4e\uff0c\u5c31\u6709\u66f4\u5927\u7684\u4f18\u52bf\u3002\u6210\u672c\u5305\u542b\u4e00\u6b21\u6210\u672c\u548c\u7ef4\u62a4\u4ee5\u53ca\u5347\u7ea7\u7684\u6210\u672c\u3002<\/p>\n\n\n\n \u4fbf\u5229\u6027\uff0c\u9996\u5148\u5ba2\u6237\u8ba2\u8d2d\u670d\u52a1\u6709\u591a\u65b9\u4fbf\uff0c\u5728\u4fe1\u606f\u4e0a\u5982\u4f55\u627e\u5230\u8fd9\u4e2a\u7403\u9986\uff0c\u7136\u540e\u662f\u7528\u6237\u5728\u5730\u7406\u4f4d\u7f6e\u4e0a\u5982\u4f55\u5230\u8fbe\u548c\u79bb\u5f00\u7403\u9986\u3002\u8fd8\u6709\u4e00\u7cfb\u5217\u76f8\u5173\u7684\u5ef6\u4f38\u90e8\u5206\uff0c<\/p>\n\n\n\n \u6c9f\u901a\uff0c\u8fd9\u4e2a\u662f\u8fd9\u4e2a\u7406\u8bba\u7684\u6838\u5fc3\uff0c\u548c\u81ea\u5df1\u7684\u6d88\u8d39\u8005\u4e0d\u65ad\u7684\u4e92\u52a8\uff0c\u6536\u96c6\u6d88\u8d39\u8005\u9700\u6c42\uff0c\u4e0d\u65ad\u8c03\u6574\u81ea\u5df1\uff0c\u66f4\u9002\u5408\u6d88\u8d39\u8005\u7684\u613f\u671b\uff0c\u7b26\u5408\u6d88\u8d39\u8005\u9884\u671f\u3002<\/p>\n\n\n\n \u8fd9\u4e2a\u7406\u8bba\uff0c\u7ed9\u4e86\u6211\u4eec\u4e00\u4e2a\u5916\u90e8\u89c6\u89d2\uff0c\u662f\u5e02\u573a\u4e0a\u7684\u6d88\u8d39\u8005\u600e\u4e48\u9009\u62e9\uff0c\u600e\u4e48\u770b\u5f85\u6211\u4eec\uff0c\u90a3\u6211\u4eec\u5c31\u5f80\u90a3\u4e2a\u65b9\u5411\u4e0a\u53bb\u3002\u4e0d\u4ee5\u4e2a\u4eba\u597d\u6076\u4f5c\u4e3a\u6807\u51c6\uff0c\u5e02\u573a\u662f\u98ce\u5411\u6807\u3002\u987e\u5ba2\u662f\u4e0a\u5e1d\uff0c\u5168\u5fc3\u5168\u610f\u4e3a\u7528\u6237\u670d\u52a1\uff0c\u987e\u5ba2\u81f3\u4e0a\uff0c\u7b49\u7b49\u53e3\u53f7\uff0c\u90fd\u662f\u5728\u8fd9\u4e2a\u57fa\u7840\u4e0a\u63d0\u51fa\u6765\u7684\u30024C\u6a21\u578b\u66f4\u503e\u5411\u4e8e\u8fd0\u8425\uff0c\u66f4\u6709\u670d\u52a1\u7cbe\u795e\uff0c\u770b\u8d77\u6765\u4e5f\u66f4\u504f\u91cd\u8fd0\u8425\uff0c\u5bf9\u4e8e\u670d\u52a1\u4f53\u7cfb\u642d\u5efa\u66f4\u52a0\u5728\u610f\u3002\u800c4P\u5219\u66f4\u503e\u5411\u4e8e\u7ba1\u7406\u3002\u6c11\u8425\u7403\u9986\u548c\u56fd\u8425\u7403\u9986\u7684\u533a\u522b\u66f4\u591a\u4f53\u73b0\u5728\u8fd9\u91cc\u3002<\/p>\n\n\n\n 4C\u7406\u8bba\u5728\u4e00\u5b9a\u8303\u56f4\u5185\u662f\u975e\u5e38\u91cd\u8981\u7684\uff0c\u4e0d\u8003\u8651\u5ba2\u6237\u9700\u6c42\u7684\u7403\u9986\uff0c\u751f\u6001\u4e0d\u4f1a\u592a\u5065\u5eb7\u3002\u4f46\u5982\u679c\u8d85\u8fc7\u4e86\u4e00\u5b9a\u9650\u5ea6\uff0c\u4e8b\u60c5\u4e5f\u4f1a\u8d70\u5411\u53cd\u9762\u3002\u9700\u8981\u4ed4\u7ec6\u7504\u522b\u5ba2\u6237\u9700\u6c42\u548c\u5ba2\u6237\u8981\u6c42\u7684\u672c\u8d28\u5dee\u5f02\u30024C\u7406\u8bba\u4e0d\u80fd\u4ee3\u66ff4P\u7406\u8bba\u3002<\/p>\n\n\n\n 1953\u5e74\uff0cNeil Borden \u63d0\u51faMarketingmix\u5373\u5e02\u573a\u8425\u9500\u7ec4\u5408\u8fd9\u4e2a\u6982\u5ff5\u3002<\/p>\n\n\n\n 2001\u5e74\uff0cDon E. Schuhz\u548cElliott Ettenberg\u63d0\u51fa4R\u8425\u9500\u7406\u8bba\uff1a<\/p>\n\n\n\n Relevancy-\u5173\u8054 Reward-\u62a5\u916cReaction-\u53cd\u5e94 Relationship-\u5173\u7cfb\u3002<\/p>\n\n\n\n \u5173\u8054\uff0c\u4e0d\u662f\u4ee5\u7403\u9986\u4e3a\u4e3b\uff0c\u4e5f\u4e0d\u662f\u4ee5\u7fbd\u6bdb\u7403\u7231\u597d\u8005\u4e3a\u4e3b\uff0c\u800c\u662f\u4ee5\u7403\u9986\u7684\u4f18\u52bf\u548c\u7231\u597d\u8005\u9700\u6c42\u7684\u5e73\u8861\u4e3a\u4e3b\u3002\u8fd9\u4e2a\u5747\u8861\u624d\u662f\u91cd\u5fc3\u3002<\/p>\n\n\n\n \u62a5\u916c\uff0c\u4e0d\u662f\u4f01\u4e1a\u7684\u4ef7\u683c\uff0c\u4e5f\u4e0d\u662f\u7231\u597d\u8005\u613f\u610f\u652f\u4ed8\u7684\u4ef7\u683c\uff0c\u800c\u662f\u5728\u4e8c\u8005\u4e4b\u95f4\u5bfb\u627e\u5e73\u8861\u4e4b\u5916\u7684\u6ea2\u4ef7\u3002\u5728\u6ee1\u8db3\u6d88\u8d39\u8005\u9700\u6c42\u7684\u57fa\u7840\u4e0a\uff0c\u4f01\u4e1a\u8fd8\u6709\u5229\u6da6\u3002\u517c\u987e\u4e24\u8005\u7684\u5229\u76ca\u3002<\/p>\n\n\n\n \u53cd\u5e94\uff0c\u662f\u5728\u7403\u9986\u7fbd\u6bdb\u7403\u9986\u7ecf\u8425\u7684\u57fa\u7840\u4e0a\uff0c\u542c\u53d6\u5ba2\u6237\u7684\u58f0\u97f3\uff0c\u5728\u81ea\u5df1\u64c5\u957f\u7684\u8303\u56f4\u5185\uff0c\u5feb\u901f\u53cd\u5e94\uff0c\u505a\u51fa\u8c03\u6574\u3002<\/p>\n\n\n\n \u5173\u7cfb\uff0c\u4e0d\u6b62\u5355\u5411\u5ea6\u7684\u4fc3\u9500\uff0c\u4e5f\u4e0d\u662f\u4ec5\u4ec5\u7684\u6c9f\u901a\uff0c\u800c\u662f\u5efa\u7acb\u957f\u671f\u7684\u5e73\u8861\u4e92\u52a8\u5173\u7cfb\uff0c\u4f01\u4e1a\u5728\u6d88\u8d39\u8005\u5fc3\u5185\u6301\u7eed\u79cd\u8349\uff0c\u6d88\u8d39\u8005\u95f4\u65ad\u7684\u62d4\u8349\uff0c\u5b9e\u73b0\u4e00\u8f6e\u4e00\u8f6e\u7684\u4e92\u52a8\u5e73\u8861\u5173\u7cfb\u3002\u4e92\u76f8\u8ba4\u53ef\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n
<\/figure>\n\n\n\n