What is 4C Theory?

4C theory, also known as "4C marketing theory", was put forward by Professor Lauterbourne, an American marketing expert, in 1990, which is the 4C theory corresponding to the 4P of traditional marketing. 4C marketing theory, guided by consumer demand, redefines four basic elements of marketing mix: consumer, cost, convenience and communication. 4C marketing theory emphasizes that enterprises should first put the pursuit of customer satisfaction in the first place, then strive to reduce the purchase cost of customers, and then pay full attention to the convenience of customers in the purchase process, instead of deciding the sales channel strategy from the perspective of enterprises, and finally implement effective marketing communication with consumers as the center.

Four basic elements and advantages: aim at the needs and expectations of consumers.

1, aiming at the needs of consumers. First of all, we should understand, study and analyze the needs and desires of consumers, instead of considering what products the enterprise can produce first.

2. The cost that consumers are willing to pay. First of all, we should understand how much money (cost) consumers are willing to pay to meet their own needs and desires, rather than pricing the products first, that is, how much money they want from consumers.

3. Convenient for consumers. Products should consider how to facilitate the use of consumers.

4. Communication with consumers. It is very important to implement marketing communication with consumers as the center. Through interaction and communication, the internal and external marketing of the enterprise is continuously integrated, and the interests of both customers and enterprises are invisibly integrated.