What is the 4c strategy of network marketing put forward by a group of marketing scientists?

1990 professor Robert Lauterborn, an American scholar, put forward 4Cs marketing theory corresponding to traditional 4ps in his monograph "new marketing companies: four Ps Pass é: C word takeover".

4C (Customer, Cost, Satisfaction, Communication) marketing theory is oriented by consumer demand, which redefines four basic elements of marketing mix: targeting consumer demand and expectation.

4c refers to customer, cost, convenience and communication respectively.

1, customer

Customers mainly refer to customers' needs. Enterprises should first understand and study customers and provide products according to their needs. At the same time, enterprises provide not only products and services, but also the resulting CustomerValue.

2. Cost (expense)

The cost is not only the production cost of the enterprise, or the price in 4Ps, but also the purchase cost of the customer, which also means that the ideal situation of product pricing should be lower than the psychological price of the customer, which also makes the enterprise profitable. In addition, the customer's purchase cost includes not only his monetary expenditure, but also his time, physical strength and energy consumption and purchase risk.

3. Convenience (convenience)

Convenience, that is, to provide customers with the greatest shopping and use convenience. 4Cs marketing theory emphasizes that enterprises should consider the convenience of customers rather than their own convenience when formulating distribution strategies. Through good pre-sale, in-sale and after-sale services, customers can enjoy convenience while shopping. Convenience is an indispensable part of customer value.

4. Communication (communication)

Communication is used to replace the corresponding promotion in 4Ps. 4Cs marketing theory holds that enterprises should establish a new enterprise/customer relationship based on * * * common interests through active and effective two-way communication with customers. This is no longer a one-way promotion and persuasion of enterprises to customers, but a way to achieve their respective goals through communication between both parties.

Extended data

4Cs marketing has the following advantages:

1, aiming at consumer demand. Only by exploring the real needs of consumers and planning and designing accordingly can the ultimate success of the project be guaranteed. Because consumers' life experience, education level, work nature, family structure and personal aesthetic taste are different, everyone's emphasis on commodity quality demand is also very different, so it is not easy to understand and meet consumers' needs.

4Cs theory holds that understanding and meeting consumers' needs can not only be expressed in the enthusiasm of one place at a time, but should always run through the whole process of product development.

2. The cost that consumers are willing to pay. The costs that consumers are willing to pay to meet the demand include: the psychological pressure that consumers must bear because of investment, and the time, energy and money spent to resolve or reduce risks.

3. Consumer convenience. Consulting and sales staff are the main force in contact and communication with consumers. Their service mentality, knowledge literacy, information mastery and verbal communication level all have an important impact on consumers' purchasing decisions, so these people should try their best to provide convenience for consumers.

4. Communicate with consumers. Marketing war is advertising war to a great extent. The difference between advertising and communication is not only a difference in terms, but also an essential difference based on creative thinking. A careful study of various advertisements will reveal that most advertisements are similar in appearance, and the trend of patterning and stereotyping is very obvious.

Not only is the advertising copy and creative expression similar, but even the advertising layout and date selection in newspapers are highly similar. As we all know, the bounden duty of advertising is to innovate and establish individuality, and the result of the similar appearance of advertising is inevitably the poor quality of advertising.

The reason for this phenomenon is that manufacturers all take the 4P model of "please pay attention to consumers, not consumers" as the starting point, and the basis of advertising creation is still the simple understanding of the project and the instantaneous inspiration of the creator, rather than the understanding of the target consumers and the deep insight into consumers' psychology.