整合4P+4C理论的第三方物流企业营销组合策略创新  

Innovation of Marketing Mix Strategy of Third-party Logistics Enterprise Based on Integration of 4P+4C Theory

作　　者：胡琴芳[1] 

机构地区：[1]怀化学院工商管理系,湖南怀化418008

出　　处：《科技和产业》2011年第3期42-45,共4页Science Technology and Industry

基　　金：湖南怀化学院青年基金项目(HHUQ2009-28)

摘　　要：在第三方物流企业的营销实践中,4P营销组合策略与4C营销组合策略各有利弊。为了适应物流外包市场的变化与物流企业自身发展的需要,本文试将两者进行整合,使之形成互补而不是取代的关系,相互依存,相互促进与发展,共同实现第三方物流企业在营销组合策略上的创新。In marketing practice of Third-party logistics enterprises,4P marketing mix strategy and 4C marketing mix strategy have advantages and disadvantages.In order to adapt to changes in logistics outsourcing market and development needs of logistics enterprises of their own,this article tries to integrate the two.They complement rather than replace each other;they are interdependent and mutual promoting together to achieve innovation of marketing mix strategy of third-party logistics enterprises.

关 键 词：第三方物流企业 4P理论 4C理论 整合 策略创新 

分 类 号：F272.3[经济管理—企业管理]