基于4I模型的无线营销的探讨  

Discussion on Wireless Marketing Based on 4I Model

作　　者：李琼[1] 郭鹏[1] 

机构地区：[1]天津科技大学经济与管理学院,天津300222

出　　处：《商业经济》2008年第11期56-58,共3页Business & Economy

摘　　要：营销理论从4P、4C、4R发展到4I,他们之间并不是取代关系,而是一种互补、完善和发展的关系,"4I"模型的出现使关系营销更为"精细化"。从无线营销的"4I"模型可以看出,互动是无线营销的核心,"一对一"是无线营销的内在特点,个性化和及时性则是无线营销的外在显著表现。企业只有树立正确的无线营销理念,严格遵守无线营销的一些规则,灵活运用无线营销的"4I"模型,才能提升营销环节的竞争力,从而为企业赢得更多的商业机会和价值。Developing from 4P, 4C, 4R to 4I, these marketing theories are not substitute for each other, they are complementing, perfecting and developing with one another. The appearance of 4I model refined marketing theory. The 4I model of wireless marketing shows that interaction is the core of wireless marketing, one to one is its internal feature, personality and punctuation is its obvious ex- ternal expression. Only ff the enterprises take correct wireless marketing theory, follow some regnlations about it, and practice 4I model of wireless marketing, can they improve their competitiveness in marketing and gain more eonamereial opportunity and value for the enterprises.

关 键 词：营销理论 无线营销 “4I”模型 

分 类 号：F713.5[经济管理—市场营销]