文献类型：期刊文献

中文题名：“4Ws”营销组合:一种基于新兴古典微观经济学的营销战略创新

英文题名：“4Ws ”Marketing Combination:A Kind of Marketing strategy Innovation Based on a Neoclassical Microeconomics

作者：陈洪安[1]

机构：[1]华东理工大学工商管理系

年份：2003

卷号：18

期号：2

起止页码：47

中文期刊名：华东理工大学学报（社会科学版）

外文期刊名：Journal of East China University of Science and Technology：Social Science Edition

收录：国家哲学社会科学学术期刊数据库

语种：中文

中文关键词：新兴古典微观经济学;营销组合创新;4Ws

外文关键词：neoclassical economics,marketingcombinationinnovation,4Ws

摘要：中国是处于经济转型时期的发展中国家,科学技术发展水平参差不齐,企业制度发育程度极度不平衡。处于上述现实情况中的中国企业更需要一种务实的营销理论,才能克服现实中的困难,“4Ws”营销组合是一种基于新兴古典微观经济学理论指导下的营销理论。它也是“4Ps”营销组合与“4Cs”营销组合的发展与创新。“4Ws”营销组合更具普遍性与现实性。
China's economy is in a transformational period.The scientific and technological level in China is quite different,and the developmentof its enterprise system is quite irregular.Consideringthe above real conditions,Chinese enterprises all the more need a practical marketingtheory to overcome the difficulties in reality.“4Ws”marketingcombinationis a marketingtheory based on neoclassical microeconomic theory.It is also the developmentand innovation of“4Ps”marketingcombinationand“4Cs”'marketingcombination.“4Ws”marketingcombinationapplies for every enterprise and is even more universal and realistic.