【摘要】 在近50年的时间里,营销组合理论从经典的4Ps理论发展到今天最新的4Rs理论。从交换障碍克服的视角看营销组合理论的这一演变过程可以发现:随着交易环境的不断复杂化,许多潜在的市场力量逐渐凸显,从而不断引发新的交换障碍出现,这促使营销人员策划出各种营销组合来克服这些障碍,而营销实践的发展推动了营销组合理论的不断演变。更多还原

【Abstract】 With a historical development of 50 years,the theory of 4Rs is the latest form of marketing mix theory with the primal form of 4Ps.The author regards:the intrinsic logic of the development of marketing mix theory can be analyzed from a perspective of overcoming the exchange obstacles.As the conditions of exchange becoming complex,a lot of market powers are emerging,so they result in a lot of new exchange obstacles.Marketing managers design all kinds of marketing mixes to overcome these exchange obstacles,and the marketing practices drive the development of marketing mix theory.更多还原