What are marketing 4Ps and 4Cs?

The complementary application of 4P and 4C is well known, and 4P theory is the core of traditional marketing. Although 6P theory and 12P theory appeared since then, they are all further derivatives of 4P theory. With the increasingly fierce market competition, products, prices and marketing methods tend to be homogeneous, and the phenomenon of mutual imitation is more serious. Seeking differences and promoting advantages is the fundamental essence of marketing behavior, which has been difficult to achieve within the original marketing theoretical framework. The marketing practice of enterprises in the new environment needs the guidance and supplement of new theories. In 1990s, Schultz and others in America put forward a new concept of integrated marketing, and put forward 4C theory under this new standard. The proposal of 4C has aroused the strong concern of marketing circles and enterprises. Many scholars have expressed different views on the relationship between 4P and 4C. Some scholars think that 4C will completely replace 4P, while others think that 4C is no stranger to 4P, and the core of 4C theory has not surpassed 4P theory. Facing the various viewpoints of scholars, how should enterprises treat and apply the 4P and 4C theories? For enterprises in China, the huge application of 4P theory is still in the initial exploration stage. Facing the new 4C theory, they are even more confused. Here, the author wants to compare and analyze the 4P and 4c theories and talk about his own views. The difference between 4P theory and 4C theory is very obvious. To sum up, the difference between 4P theory and 4C theory lies in: from the perspective of orientation, 4P theory puts forward the principle of top-down operation, and attaches importance to product orientation rather than consumer orientation; 4C theory takes "please pay attention to consumers" as its motto, emphasizing consumer orientation. From the perspective of marketing mix, 4P theory is based on product strategy. After the manufacturer decides to manufacture a product, he sets a price that can make up for the cost and maximize the profit, and displays the product on the shelf through the distribution channel controlled by himself, and generously promotes the sales. 4C theory is based on communication and good two-way communication, and establishes long-term one-to-one relationship with consumers through two-way communication. From the propaganda point of view, 4P theory focuses on product knowledge, that is, the characteristics and functions of products, emphasizing the characteristics of product retention; 4C theory pays attention to the integration of variety resources, the promotion of corporate image and brand building, and takes brand building as the core of corporate marketing. From the perspective of communication, the communication media of 4P theory is popular and unidirectional. The spread of 4C theory is two-way. We should pay more attention to "minority media" by choosing "fine media" and "more eyes". Therefore, 4P theory and 4C theory are not only different in guiding significance, but also different in operation. Who is better? Is 4P theory out of date? Should 4C theory completely replace 4P? Let's discuss and analyze the problems faced by these two theories in practical application, so we haven't decided on our application choice of 4P and 4C theories. Undoubtedly, the contribution of 4P theory is enormous. On the one hand, its appearance makes marketing theory have a sense of system; On the other hand, it simplifies complex phenomena and theories, thus promoting the popularization and application of marketing theory. However, with the development of the times and the change of the environment, the shortcomings of 4P theory are becoming more and more obvious, which can be summarized as follows: L. kotler put forward the concept of big marketing in 1986, expanding 4P to 6P; Boomos and Bite are studying service marketing, increasing personnel, physical evidence and processes, and expanding to 7P; Even as high as 12P, this phenomenon of increasing P itself shows that 4P theory does not necessarily cover all marketing variables controlled by enterprises in all industries, and the controllable factors that can be used in marketing activities of different products or industries are not the same. 2.4P theory is an invention to study the marketing activities of manufacturing consumers, which is more suitable for guiding the marketing activities of manufacturing consumer goods. Once this field comes out, it is not suitable for guiding and applying to other fields or industries, such as retail, financial industry and famous public enterprises. For example, some very important controllable factors in retail enterprises, such as purchasing and professional image agency, obviously cannot be highlighted by 4P management. Moreover, the products of retail enterprises are difficult to understand according to the products in 4P theory. In fact, the marketing factors of commercial enterprises lead to great differences in the turnover of industrial enterprises. Therefore, these situations show that a simple list of factors is not enough to cover all marketing variables, and it is impossible to apply it to any situation. The 4P theory needs some revisions, but until now, truly creative and convincing revisions have not been found. 4C theory came into being in the new marketing environment. It is consumer-oriented. Compared with product-oriented 4p, 4C theory has made great progress and development. However, from the practical application of enterprises and the market development trend, 4C theory still has some shortcomings, which can be summarized as follows: 1.4C theory is consumer-oriented, focusing on finding and meeting consumer needs. However, the market economy is still competition-oriented. Enterprises should not only see the demand, but also pay attention to their competitors, calmly analyze their own advantages and disadvantages in the competition and adopt corresponding strategies in order to be invincible in the fierce market competition. This is obviously a certain gap with the requirements put forward by the development of the market environment. 2.4C is consumer demand-oriented, but consumer demand has a rationality problem. Consumers always want good quality and low price, especially in terms of price. If the enterprise only meets the needs of consumers, it will inevitably pay more costs, which will inevitably affect the sustainable development of the enterprise over time. Therefore, in the long run, enterprises should follow the principle of win-win, and how to combine the needs of consumers with the profits of enterprises is a problem that 4C needs to solve further. Although the thinking and starting point of 3.4C theory is to meet the needs of consumers, it does not put forward operational problems to meet the needs of consumers, such as providing integrated solutions and rapid response, which makes it difficult for enterprises to operate, master and popularize. 4. Products, prices and marketing methods are becoming more and more homogeneous, and mutual imitation is the characteristic of marketing activities of domestic enterprises at present. State-owned 4C theory has been attached great importance by enterprises, and the shaping and promotion of corporate brands has been integrated into corporate marketing strategies and behaviors, which has promoted the development and progress of corporate marketing activities to a certain extent. However, if brand differences can't be formed, that is, differences in personality, characteristics and advantages, the marketing of domestic enterprises will only be unified at a new level, and different enterprises will be at most a degree of gap, which still can't solve the marketing problems faced by enterprises at present. 5.4C is the activation and development of 4P in general, but it is characterized by passive adaptation to consumer demand. According to the development of the market, enterprises participating in the competition should not only actively adapt to the surrounding environment, but also create an environment under certain conditions. The theory of mass marketing also illustrates this point. Therefore, this theory inhibits the initiative and creativity of enterprises to a certain extent.