营销组合理论的发展与评析

The Development and the Assessment of Marketing Mix Theory

中文关键词:  营销组合  营销理论发展

英文关键词:marketing mix  development of marketing theory

中文摘要:

      通过对营销组合理论发展的回顾和系统分析可以看出,市场营销环境的变化和企业营销实践的需要推动了营销组合理论的发展;市场营销理念的发展推动了营销组合的演变,营销组合的演变又进一步丰富了市场营销管理的理念;新旧营销组合之间不是对立关系,也不是替代关系,而是互为补充、相辅相成的关系,是继承、发展与创新的关系。

英文摘要:

      Through the review of the development of marketing mix theory and the systematic analysis, it can be seen that the changes in the marketing environment and the need of the practice in enterprise marketing have promoted the development of marketing mix theory. The development of marketing ideas has promoted the evolution of the marketing mix, which has further enriched the marketing management ideas. The relationship between the new and the old marketing mix is not antagonistic, nor is alternative, but rather complementary and mutually supportive, the relationship of which is of heritage, evolution and innovation.