About 4c and 4P. At present, what stage is the development of most domestic enterprises? Which industries (or enterprises) will take the lead in completing 4C strategy?

First, the classic 4Ps 4Ps (product, price, channel and promotion) marketing strategy has had a far-reaching impact on marketing theory and practice since it was put forward by JeromeMcCarthy in the late 1950s, and has been regarded as a classic in marketing theory by marketing managers. Moreover, how to realize marketing combination under the guidance of 4Ps theory is actually the basic operation method of company marketing.

4P refers to four English words: product, price, place (distribution or channel) and promotion. According to this theory, if a marketing mix includes the right product, the right price, the right distribution strategy and the right promotion strategy, then it will be a successful marketing mix and the marketing objectives of the enterprise can be achieved.

But brevity often means omission. It's like an elegant China robe. Anyone can wear it, but not everyone can. As a European scholar/consultant said, "The reason why the 4Ps model of marketing mix is widely accepted is probably not because of its universality, but because it is a beautiful theory.

Second, 4Cs:4Ps Challenger

With more and more fierce market competition and faster media communication, 4Ps theory has been challenged more and more. In the 1980s, Lauterpen of the United States put forward 4Cs marketing theory to solve the problems existing in 4Ps:

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

1. 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. The cost is not only the production cost of the enterprise, but also the price of 4P.

It also includes the customer's purchase cost, which also means that the ideal situation of product pricing should be lower than the customer's psychological price, 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, that is, to provide customers with the greatest shopping and use convenience.

4C 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. In 4P, communication is used instead of corresponding promotion.

4C believes 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.

4Cs theory also has some regrets. Generally speaking, 4Cs marketing theory is centered on consumer demand. Compared with market-oriented 4h, 4Cs has made great progress and development. However, judging from the marketing practice and market development trend of enterprises, 4Cs still has the following shortcomings:

①4Cs is customer-oriented, while the market economy requires competition-oriented, and the marketing of Chinese enterprises has also turned to the stage of market competition-oriented. The essential difference between customer orientation and market competition orientation is that the former sees new customer needs; The latter not only sees the demand, but also pays more attention to competitors, calmly analyzes their strengths and weaknesses in the competition and adopts corresponding strategies to seek development in the competition.

Although 4Cs theory has been integrated into marketing strategies and behaviors, enterprise marketing will be unified at a new level. Different enterprises are at most a degree of gap, which can not form marketing personality or marketing characteristics, can not form marketing advantages, and ensure the stability, accumulation and development of enterprise customer share.

③4Cs is oriented by customer demand, but customer demand has a rationality problem. Customers always want good quality and low price, especially in terms of price. Seeing only the side of meeting customers' needs, enterprises will inevitably pay more costs, which will affect the development of enterprises over time. Therefore, in the long run, enterprises should follow the principle of win-win, which is a problem that 4Cs needs to solve further.

④4Cs still does not reflect the relationship between winning customers and owning customers for a long time, and the marketing idea. Did not solve the operational problems to meet customer needs, such as providing integrated solutions, rapid response, etc.

⑤4Cs is the transformation and development of 4Ps as a whole, but the color of passively adapting to customer needs is relatively strong. According to the development of the market, it is necessary to establish new active relationships between enterprises and customers in a more effective way from a higher level, such as interactive relationships, win-win relationships, and related relationships.

Third, 4Rs-the latest development of marketing theory

In view of the above problems, recently, Tang. E.Schuhz of the United States put forward a new marketing theory 4Rs (Relevance, Reaction, Relationship and Return), and expounded four brand-new marketing elements:

1. Establish a relationship with customers. In a highly competitive market, customers are dynamic. When customer loyalty changes, it will be transferred to other enterprises. In order to improve customer loyalty and win a long-term and stable market, an important marketing strategy is to establish a relationship between business and demand with customers through some effective ways, and form a relationship of mutual assistance and mutual demand.

2. Improve the market reaction speed In today's interactive market, the most realistic problem for operators is not how to control, formulate and implement plans, but how to listen to customers' hopes, wishes and needs in time from the customer's point of view, and respond promptly and quickly to meet customers' needs.

3. Relationship marketing is becoming more and more important. In the market environment where the relationship between enterprises and customers has fundamentally changed, the key to seize the market has been to establish a long-term and stable relationship with customers, from transaction to responsibility, from customers to users, from managing marketing mix to managing interaction with customers. Communication is an important means to build relationships. From the classic AIDA model:

From the perspective of "attention, interest, desire and action", marketing communication can basically complete the first three steps, and the average cost of contacting customers is very low.

4. Return is the source of marketing. For enterprises, the real value of marketing is that it can bring short-term or long-term income and profits to enterprises.

4Rs theory has four advantages:

The biggest feature of 4RS marketing theory is competition-oriented, which summarizes a new marketing framework at a new level. According to the increasingly mature market and fierce competition, 4Rs pays attention to the interaction and win-win between enterprises and customers.

24RS embodies and implements the concept of relationship marketing. Through correlation, relationship and reaction, this paper puts forward the specific operation mode of how to establish relationships, have customers for a long time and ensure long-term interests, which is a great progress.

③ Reaction mechanism provides the foundation and guarantee for interaction, win-win and association, and also extends and sublimates convenience.

(4) "Return" is compatible with cost and win-win. In order to pursue returns, enterprises must implement a low-cost strategy, fully consider the costs that customers are willing to pay, achieve cost minimization, and obtain more customer shares on this basis to form economies of scale. In this way, enterprises provide customers with value and pursue returns, which complement each other and promote each other, and objectively achieve a win-win effect.

Of course, 4Rs, like any theory, also has its shortcomings and defects. For example, establishing relationships with customers requires a strong foundation or some special conditions, which is not easy for any enterprise to do. But in any case, 4Rs provides a good idea that operators and marketers should understand and master. What is the relationship among 4p, 4c and 4r? It is not to replace the relationship, but to improve and develop the relationship. Because of the different levels of enterprises and different situations, the market and enterprise marketing are still developing, so at least for a period of time, 4Ps is still a basic framework of marketing, and 4Cs is also a valuable theory and idea. Therefore, the two theories still have applicability and reference significance. 4Rs is not a substitute for 4Ps and 4Cs, but an innovation and development on the basis of 4Ps and 4Cs, so the three cannot be separated or even opposed. While understanding the 4Rs theory, which embodies the new development of marketing in the new century, it is possible to achieve better results by combining the three theories to guide marketing practice according to the actual situation of enterprises.