【摘要】 本文结合社会实际 ,论述了外部突发事件产生的原因和其特点 ,并指出企业应该建立一套应对外部突发事件的反应机制 ,以便能够在事后及时、准确地调整营销策略。然后根据营销学的 4P理论 ,从产品 (Product) ,价格 (Price) ,促销 (Promotion) ,地点 (Place)四个维度 ,给出了面对不同类型的突发事件 ,企业营销策略调整的思路和方法更多还原

【Abstract】 In conjunction with social reality, this paper discusses the causes and traits of external contingency, and suggests that an enterprise should establish a set of reaction mechanism so as to adjust its marketing strategy timely and correctly. Then, in the light of marketing theories of 4P’s (product, price, promotion and place), the paper gives the thinking of and the approaches to adjusting the marketing strategies for different kinds of external contingency.更多还原