市场营销组合（MarketingMix）

1、市场营销组合（Marketing Mix）目录 HYPERLINK javascript:toggleToc() 隐藏 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E6.A6.82.E8.BF.B0#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E6.A6.82.E8.BF.B0 l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7

2、.BB.84.E5.90.88.E6.A6.82.E8.BF.B0#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E6.A6.82.E8.BF.B0 1 市场营销组合概述 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E4.BA.A7.E7.94.9F.E4.B8.8E.E5.8F.91.E5.B1.95#.E5.B8.82.E5.9C.BA.E

3、8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E4.BA.A7.E7.94.9F.E4.B8.8E.E5.8F.91.E5.B1.95 l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E4.BA.A7.E7.94.9F.E4.B8.8E.E5.8F.91.E5.B1.95#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E4.BA.A7.E7.94.9F.E4.B8.8E.E5.8F.91.

4、E5.B1.95 2 市场营销组合的产生与发展 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E8.90.A5.E9.94.80.E7.AD.96.E7.95.A5.E7.90.86.E8.AE.BA.E7.9A.84.E6.BC.94.E5.8C.96.07UNIQ36321640bcab923-nowiki-0000000A-QINU1.07UNIQ36321640bcab923-nowiki-0000000B-QINU#.E8.90.A5.E9.94.80.E7.AD.96.E7.95.A5.E7.90.86.E8.AE.BA

5、.E7.9A.84.E6.BC.94.E5.8C.96.07UNIQ36321640bcab923-nowiki-0000000A-QINU1.07UNIQ36321640bcab923-nowiki-0000000B-QINU l .E8.90.A5.E9.94.80.E7.AD.96.E7.95.A5.E7.90.86.E8.AE.BA.E7.9A.84.E6.BC.94.E5.8C.96.07UNIQ36321640bcab923-nowiki-0000000A-QINU1.07UNIQ36321640bcab923-nowiki-0000000B-QINU#.E8.90.A5.E9.9

6、4.80.E7.AD.96.E7.95.A5.E7.90.86.E8.AE.BA.E7.9A.84.E6.BC.94.E5.8C.96.07UNIQ36321640bcab923-nowiki-0000000A-QINU1.07UNIQ36321640bcab923-nowiki-0000000B-QINU 3 营销策略理论的演化1 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E7.89.B9.E7.82.

7、B9#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E7.89.B9.E7.82.B9 l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E7.89.B9.E7.82.B9#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E7.89.B9.E7.82.B9 4 市场营销组合的特点 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7

8、%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.AD.96.E7.95.A5#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.AD.96.E7.95.A5 l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.AD.96.E7.95.A5#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.AD.96

9、.E7.95.A5 5 市场营销组合策略 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.AD.96.E7.95.A5.E5.BA.94.E7.94.A8.E7.9A.84.E7.BA.A6.E6.9D.9F.E6.9D.A1.E4.BB.B6#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.AD.96.E7.95.A5.E5.BA.94.E7.94.A8

10、.E7.9A.84.E7.BA.A6.E6.9D.9F.E6.9D.A1.E4.BB.B6 l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.AD.96.E7.95.A5.E5.BA.94.E7.94.A8.E7.9A.84.E7.BA.A6.E6.9D.9F.E6.9D.A1.E4.BB.B6#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.AD.96.E7.95.A5.E5.BA.94.E7.94.A8.E7.9A.84.E7.BA.A6.E6.9D.9

11、F.E6.9D.A1.E4.BB.B6 6 市场营销组合策略应用的约束条件 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E7.90.86.E8.AE.BA.E6.84.8F.E4.B9.89#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E7.90.86.E8.AE.BA.E6.84.8F.E4.B9.89 l .E5.B8.

12、82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E7.90.86.E8.AE.BA.E6.84.8F.E4.B9.89#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E7.90.86.E8.AE.BA.E6.84.8F.E4.B9.89 7 市场营销组合的理论意义 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.

13、BB.84.E5.90.88.E7.9A.84.E5.AE.9E.E8.B7.B5.E6.84.8F.E4.B9.89#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E5.AE.9E.E8.B7.B5.E6.84.8F.E4.B9.89 l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E5.AE.9E.E8.B7.B5.E6.84.8F.E4.B9.89#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E

14、7.BB.84.E5.90.88.E7.9A.84.E5.AE.9E.E8.B7.B5.E6.84.8F.E4.B9.89 8 市场营销组合的实践意义 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E4.BD.9C.E7.94.A8#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E4.BD.9C.E7.94.A8 l .E5.B

15、8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E4.BD.9C.E7.94.A8#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E7.9A.84.E4.BD.9C.E7.94.A8 9 市场营销组合的作用 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E5.BA.94.E7.94.A8.E7.

16、9A.84.E4.B8.80.E8.88.AC.E5.8E.9F.E5.88.99#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E5.BA.94.E7.94.A8.E7.9A.84.E4.B8.80.E8.88.AC.E5.8E.9F.E5.88.99 l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E5.BA.94.E7.94.A8.E7.9A.84.E4.B8.80.E8.88.AC.E5.8E.9F.E5.88.99#.E5.B8.82.E5.9C.BA.E

17、8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E5.BA.94.E7.94.A8.E7.9A.84.E4.B8.80.E8.88.AC.E5.8E.9F.E5.88.99 10 市场营销组合应用的一般原则 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E5.BA.94.E7.94.A8.E4.B8.AD.E9.A1.BB.E5.A4.84.E7.90.86.E5.A5.BD.E5.87.A0.E4.B8

18、.AA.E7.9B.B8.E5.BA.94.E5.85.B3.E7.B3.BB#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E5.BA.94.E7.94.A8.E4.B8.AD.E9.A1.BB.E5.A4.84.E7.90.86.E5.A5.BD.E5.87.A0.E4.B8.AA.E7.9B.B8.E5.BA.94.E5.85.B3.E7.B3.BB l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E5.BA.94.E7.94.A8.E4.B8.AD.E9.A

19、1.BB.E5.A4.84.E7.90.86.E5.A5.BD.E5.87.A0.E4.B8.AA.E7.9B.B8.E5.BA.94.E5.85.B3.E7.B3.BB#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E5.BA.94.E7.94.A8.E4.B8.AD.E9.A1.BB.E5.A4.84.E7.90.86.E5.A5.BD.E5.87.A0.E4.B8.AA.E7.9B.B8.E5.BA.94.E5.85.B3.E7.B3.BB 11 市场营销组合应用中须处理好几个相应关系 HYPERLINK /wiki/%E8

20、%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E6.A1.88.E4.BE.8B.E5.88.86.E6.9E.90#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E6.A1.88.E4.BE.8B.E5.88.86.E6.9E.90 l .E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E6.A1.88.E4.BE.8B.E5.88.86.

21、E6.9E.90#.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E7.BB.84.E5.90.88.E6.A1.88.E4.BE.8B.E5.88.86.E6.9E.90 12 市场营销组合案例分析 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E6.A1.88.E4.BE.8B.E4.B8.80.EF.BC.9A.E6.97.A5.E6.9C.AC.E4.BC.81.E4.B8.9A.E7.9A.84.E8.90.A5.E9.94.80.E7.BB.84.E7UNIQ36321640bcab923-no

22、wiki-0000000C-QINU2.07UNIQ36321640bcab923-nowiki-0000000D-QINU#.E6.A1.88.E4.BE.8B.E4.B8.80.EF.BC.9A.E6.97.A5.E6.9C.AC.E4.BC.81.E4.B8.9A.E7.9A.84.E8.90.A5.E9.94.80.E7.BB.84.E7UNIQ36321640bcab923-nowiki-0000000C-QINU2.07UNIQ36321640bcab923-nowiki-0000000D-QINU l .E6.A1.88.E4.BE.8B.E4.B8.80.EF.BC.9A.E6

23、.97.A5.E6.9C.AC.E4.BC.81.E4.B8.9A.E7.9A.84.E8.90.A5.E9.94.80.E7.BB.84.E7UNIQ36321640bcab923-nowiki-0000000C-QINU2.07UNIQ36321640bcab923-nowiki-0000000D-QINU#.E6.A1.88.E4.BE.8B.E4.B8.80.EF.BC.9A.E6.97.A5.E6.9C.AC.E4.BC.81.E4.B8.9A.E7.9A.84.E8.90.A5.E9.94.80.E7.BB.84.E7UNIQ36321640bcab923-nowiki-00000

24、00C-QINU2.07UNIQ36321640bcab923-nowiki-0000000D-QINU 12.1 案例一：日本企业的营销组合2 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E6.A1.88.E4.BE.8B.E4.BA.8C.EF.BC.9A.E6.97.A5.E6.9C.AC.E7.94.B5.E8.A7.86.E6.9C.BA.E5.8E.82.E5.95.86.E6.A0.B9.E6.8D.AE.E7.9B.AE.E6.A0.87.E5.B8.82.E5.9C.BA.E5.88.B6.E5.AE.9A.E6

25、.88.98.E7.95.A5.07UNIQ36321640bcab923-nowiki-0000000E-QINU3.07UNIQ36321640bcab923-nowiki-0000000F-QINU#.E6.A1.88.E4.BE.8B.E4.BA.8C.EF.BC.9A.E6.97.A5.E6.9C.AC.E7.94.B5.E8.A7.86.E6.9C.BA.E5.8E.82.E5.95.86.E6.A0.B9.E6.8D.AE.E7.9B.AE.E6.A0.87.E5.B8.82.E5.9C.BA.E5.88.B6.E5.AE.9A.E6.88.98.E7.95.A5.07UNIQ3

26、6321640bcab923-nowiki-0000000E-QINU3.07UNIQ36321640bcab923-nowiki-0000000F-QINU l .E6.A1.88.E4.BE.8B.E4.BA.8C.EF.BC.9A.E6.97.A5.E6.9C.AC.E7.94.B5.E8.A7.86.E6.9C.BA.E5.8E.82.E5.95.86.E6.A0.B9.E6.8D.AE.E7.9B.AE.E6.A0.87.E5.B8.82.E5.9C.BA.E5.88.B6.E5.AE.9A.E6.88.98.E7.95.A5.07UNIQ36321640bcab923-nowiki

27、-0000000E-QINU3.07UNIQ36321640bcab923-nowiki-0000000F-QINU#.E6.A1.88.E4.BE.8B.E4.BA.8C.EF.BC.9A.E6.97.A5.E6.9C.AC.E7.94.B5.E8.A7.86.E6.9C.BA.E5.8E.82.E5.95.86.E6.A0.B9.E6.8D.AE.E7.9B.AE.E6.A0.87.E5.B8.82.E5.9C.BA.E5.88.B6.E5.AE.9A.E6.88.98.E7.95.A5.07UNIQ36321640bcab923-nowiki-0000000E-QINU3.07UNIQ3

28、6321640bcab923-nowiki-0000000F-QINU 12.2 案例二：日本电视机厂商根据目标市场制定战略3 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E6.A1.88.E4.BE.8B.E4.B8.89.EF.BC.9A.E5.BA.B7.E4.BD.B3.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E6.88.98.E7.95.A5.07UNIQ36321640bcab923-nowiki-00000010-QINU3.07UNIQ36321640bcab923-nowiki-0

29、0000011-QINU#.E6.A1.88.E4.BE.8B.E4.B8.89.EF.BC.9A.E5.BA.B7.E4.BD.B3.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E6.88.98.E7.95.A5.07UNIQ36321640bcab923-nowiki-00000010-QINU3.07UNIQ36321640bcab923-nowiki-00000011-QINU l .E6.A1.88.E4.BE.8B.E4.B8.89.EF.BC.9A.E5.BA.B7.E4.BD.B3.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.8

30、0.E6.88.98.E7.95.A5.07UNIQ36321640bcab923-nowiki-00000010-QINU3.07UNIQ36321640bcab923-nowiki-00000011-QINU#.E6.A1.88.E4.BE.8B.E4.B8.89.EF.BC.9A.E5.BA.B7.E4.BD.B3.E5.B8.82.E5.9C.BA.E8.90.A5.E9.94.80.E6.88.98.E7.95.A5.07UNIQ36321640bcab923-nowiki-00000010-QINU3.07UNIQ36321640bcab923-nowiki-00000011-QI

31、NU 12.3 案例三：康佳市场营销战略3 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E6.A1.88.E4.BE.8B.E5.9B.9B.EF.BC.9A.E5.8A.A8.E6.84.9F.E5.9C.B0.E5.B8.A6-.E6.88.91.E7.9A.84.E5.9C.B0.E7.9B.98.E5.90.AC.E6.88.91.E7.9A.84.07UNIQ36321640bcab923-nowiki-00000012-QINU4.07UNIQ36321640bcab923-nowiki-00000013-QINU#.

32、E6.A1.88.E4.BE.8B.E5.9B.9B.EF.BC.9A.E5.8A.A8.E6.84.9F.E5.9C.B0.E5.B8.A6-.E6.88.91.E7.9A.84.E5.9C.B0.E7.9B.98.E5.90.AC.E6.88.91.E7.9A.84.07UNIQ36321640bcab923-nowiki-00000012-QINU4.07UNIQ36321640bcab923-nowiki-00000013-QINU l .E6.A1.88.E4.BE.8B.E5.9B.9B.EF.BC.9A.E5.8A.A8.E6.84.9F.E5.9C.B0.E5.B8.A6-.E

33、6.88.91.E7.9A.84.E5.9C.B0.E7.9B.98.E5.90.AC.E6.88.91.E7.9A.84.07UNIQ36321640bcab923-nowiki-00000012-QINU4.07UNIQ36321640bcab923-nowiki-00000013-QINU#.E6.A1.88.E4.BE.8B.E5.9B.9B.EF.BC.9A.E5.8A.A8.E6.84.9F.E5.9C.B0.E5.B8.A6-.E6.88.91.E7.9A.84.E5.9C.B0.E7.9B.98.E5.90.AC.E6.88.91.E7.9A.84.07UNIQ36321640

34、bcab923-nowiki-00000012-QINU4.07UNIQ36321640bcab923-nowiki-00000013-QINU 12.4 案例四：动感地带-我的地盘听我的4 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E6.A1.88.E4.BE.8B.E4.BA.94.EF.BC.9A.E5.A4.A9.E5.88.9B.E6.95.B0.E7.A0.8108.E5.A5.A5.E8.BF.90.E8.81.94.E5.8A.A8.E8.AE.A1.E7UNIQ36321640bcab923-nowiki-00

35、000014-QINU5.07UNIQ36321640bcab923-nowiki-00000015-QINU#.E6.A1.88.E4.BE.8B.E4.BA.94.EF.BC.9A.E5.A4.A9.E5.88.9B.E6.95.B0.E7.A0.8108.E5.A5.A5.E8.BF.90.E8.81.94.E5.8A.A8.E8.AE.A1.E7UNIQ36321640bcab923-nowiki-00000014-QINU5.07UNIQ36321640bcab923-nowiki-00000015-QINU l .E6.A1.88.E4.BE.8B.E4.BA.94.EF.BC.9

36、A.E5.A4.A9.E5.88.9B.E6.95.B0.E7.A0.8108.E5.A5.A5.E8.BF.90.E8.81.94.E5.8A.A8.E8.AE.A1.E7UNIQ36321640bcab923-nowiki-00000014-QINU5.07UNIQ36321640bcab923-nowiki-00000015-QINU#.E6.A1.88.E4.BE.8B.E4.BA.94.EF.BC.9A.E5.A4.A9.E5.88.9B.E6.95.B0.E7.A0.8108.E5.A5.A5.E8.BF.90.E8.81.94.E5.8A.A8.E8.AE.A1.E7UNIQ36

37、321640bcab923-nowiki-00000014-QINU5.07UNIQ36321640bcab923-nowiki-00000015-QINU 12.5 案例五：天创数码08奥运联动计划5 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E6.A1.88.E4.BE.8B.E5.85.AD.EF.BC.9A.E6.90.BA.E7.A8.8B.E7.BD.91.EF.BC.88.EF.BC.89.E5.8D.96.E7.9A.84.E6.98.AF.E4.BB.80.E4.B9.88.EF.BC.9F.07UNIQ363

38、21640bcab923-nowiki-00000016-QINU6.07UNIQ36321640bcab923-nowiki-00000017-QINU#.E6.A1.88.E4.BE.8B.E5.85.AD.EF.BC.9A.E6.90.BA.E7.A8.8B.E7.BD.91.EF.BC.88.EF.BC.89.E5.8D.96.E7.9A.84.E6.98.AF.E4.BB.80.E4.B9.88.EF.BC.9F.07UNIQ36321640bcab923-nowiki-00000016-QINU6.07UNIQ36321640bcab923-nowiki-00000017-QINU

39、 l .E6.A1.88.E4.BE.8B.E5.85.AD.EF.BC.9A.E6.90.BA.E7.A8.8B.E7.BD.91.EF.BC.88.EF.BC.89.E5.8D.96.E7.9A.84.E6.98.AF.E4.BB.80.E4.B9.88.EF.BC.9F.07UNIQ36321640bcab923-nowiki-00000016-QINU6.07UNIQ36321640bcab923-nowiki-00000017-QINU#.E6.A1.88.E4.BE.8B.E5.85.AD.EF.BC.9A.E6.90.BA.E7.A8.8B.E7.BD.91.EF.BC.88.E

40、F.BC.89.E5.8D.96.E7.9A.84.E6.98.AF.E4.BB.80.E4.B9.88.EF.BC.9F.07UNIQ36321640bcab923-nowiki-00000016-QINU6.07UNIQ36321640bcab923-nowiki-00000017-QINU 12.6 案例六：携程网（）卖的是什么？6 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E6.A1.88.E4.BE.8B.E4.B8.83.EF.BC.9A.E6.AC.A2.E8.BF.8E.E8.BF.9B.E5.85.A5.E4.

41、B8.89.E6.98.9F.E7.9A.84.E6.95.B0.E7.A0.81.E4.B8.96.E7.95.8C.07UNIQ36321640bcab923-nowiki-00000018-QINU7.07UNIQ36321640bcab923-nowiki-00000019-QINU#.E6.A1.88.E4.BE.8B.E4.B8.83.EF.BC.9A.E6.AC.A2.E8.BF.8E.E8.BF.9B.E5.85.A5.E4.B8.89.E6.98.9F.E7.9A.84.E6.95.B0.E7.A0.81.E4.B8.96.E7.95.8C.07UNIQ36321640bca

42、b923-nowiki-00000018-QINU7.07UNIQ36321640bcab923-nowiki-00000019-QINU l .E6.A1.88.E4.BE.8B.E4.B8.83.EF.BC.9A.E6.AC.A2.E8.BF.8E.E8.BF.9B.E5.85.A5.E4.B8.89.E6.98.9F.E7.9A.84.E6.95.B0.E7.A0.81.E4.B8.96.E7.95.8C.07UNIQ36321640bcab923-nowiki-00000018-QINU7.07UNIQ36321640bcab923-nowiki-00000019-QINU#.E6.A

43、1.88.E4.BE.8B.E4.B8.83.EF.BC.9A.E6.AC.A2.E8.BF.8E.E8.BF.9B.E5.85.A5.E4.B8.89.E6.98.9F.E7.9A.84.E6.95.B0.E7.A0.81.E4.B8.96.E7.95.8C.07UNIQ36321640bcab923-nowiki-00000018-QINU7.07UNIQ36321640bcab923-nowiki-00000019-QINU 12.7 案例七：欢迎进入三星的数码世界7 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E6.A1.

44、88.E4.BE.8B.E5.85.AB.EF.BC.9A.E5.85.89.E5.BD.A9.E5.9B.9B.E6.BA.A2.E7.9A.84.E5.A4.8F.E5.A5.88.E5.B0.94.EF.BC.88CHANEL.EF.BC.89.07UNIQ36321640bcab923-nowiki-0000001A-QINU8.07UNIQ36321640bcab923-nowiki-0000001B-QINU#.E6.A1.88.E4.BE.8B.E5.85.AB.EF.BC.9A.E5.85.89.E5.BD.A9.E5.9B.9B.E6.BA.A2.E7.9A.84.E5.A4

45、.8F.E5.A5.88.E5.B0.94.EF.BC.88CHANEL.EF.BC.89.07UNIQ36321640bcab923-nowiki-0000001A-QINU8.07UNIQ36321640bcab923-nowiki-0000001B-QINU l .E6.A1.88.E4.BE.8B.E5.85.AB.EF.BC.9A.E5.85.89.E5.BD.A9.E5.9B.9B.E6.BA.A2.E7.9A.84.E5.A4.8F.E5.A5.88.E5.B0.94.EF.BC.88CHANEL.EF.BC.89.07UNIQ36321640bcab923-nowiki-000

46、0001A-QINU8.07UNIQ36321640bcab923-nowiki-0000001B-QINU#.E6.A1.88.E4.BE.8B.E5.85.AB.EF.BC.9A.E5.85.89.E5.BD.A9.E5.9B.9B.E6.BA.A2.E7.9A.84.E5.A4.8F.E5.A5.88.E5.B0.94.EF.BC.88CHANEL.EF.BC.89.07UNIQ36321640bcab923-nowiki-0000001A-QINU8.07UNIQ36321640bcab923-nowiki-0000001B-QINU 12.8 案例八：光彩四溢的夏奈尔（CHANEL）

47、8 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88#.E5.8F.82.E8.80.83.E6.96.87.E7.8C.AE#.E5.8F.82.E8.80.83.E6.96.87.E7.8C.AE l .E5.8F.82.E8.80.83.E6.96.87.E7.8C.AE#.E5.8F.82.E8.80.83.E6.96.87.E7.8C.AE 13 参考文献 HYPERLINK /w/index.php?title=%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88&act

48、ion=edit§ion=1 o 编辑段落: 市场营销组合概述 编辑市场营销组合概述 市场营销组合指的是 HYPERLINK /wiki/%E4%BC%81%E4%B8%9A o 企业 企业在选定的 HYPERLINK /wiki/%E7%9B%AE%E6%A0%87%E5%B8%82%E5%9C%BA o 目标市场 目标市场上，综合考虑环境、能力、竞争状况对企业自身可以控制的因素，加以最佳组合和运用，以完成企业的目的与任务。 市场营销组合是 HYPERLINK /wiki/%E4%BC%81%E4%B8%9A%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80%E

49、6%88%98%E7%95%A5 o 企业市场营销战略 企业市场营销战略的一个重要组成部分，是指将企业可控的基本营销措施组成一个整体性活动。 HYPERLINK /wiki/%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80 o 市场营销 市场营销的主要目的是满足 HYPERLINK /wiki/%E6%B6%88%E8%B4%B9%E8%80%85 o 消费者 消费者的需要，而消费者的需要很多，要满足 HYPERLINK /wiki/%E6%B6%88%E8%B4%B9%E8%80%85%E9%9C%80%E8%A6%81 o 消费者需要 消费者需要所应采取的措施也很多

50、。因此，企业在开展 HYPERLINK /w/index.php?title=%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80%E6%B4%BB%E5%8A%A8&action=edit o 市场营销活动 市场营销活动时，就必须把握住那些基本性措施，合理组合，并充分发挥整体优势和效果。 市场营销组合这一概念是由 HYPERLINK /wiki/%E7%BE%8E%E5%9B%BD%E5%93%88%E4%BD%9B%E5%A4%A7%E5%AD%A6 o 美国哈佛大学 美国哈佛大学教授 HYPERLINK /w/index.php?title=%E5%B0%BC%E5%

51、B0%94%C2%B7%E9%B2%8D%E9%A1%BF&action=edit o 尼尔鲍顿 尼尔鲍顿（N. H. Bor den）于1964年最早采用的，并确定了营销组合的12 个要素。随后， HYPERLINK /w/index.php?title=%E7%90%86%E6%9F%A5%E5%BE%B7%C2%B7%E5%85%8B%E8%8E%B1%E7%BB%B4%E6%8C%81&action=edit o 理查德克莱维持 理查德克莱维持教授把 HYPERLINK /w/index.php?title=%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88%E8

52、%A6%81%E7%B4%A0&action=edit o 营销组合要素 营销组合要素归纳为 HYPERLINK /wiki/%E4%BA%A7%E5%93%81 o 产品 产品、 HYPERLINK /w/index.php?title=%E8%AE%A2%E4%BB%B7&action=edit o 订价 订价、 HYPERLINK /wiki/%E6%B8%A0%E9%81%93 o 渠道 渠道、 HYPERLINK /wiki/%E4%BF%83%E9%94%80 o 促销 促销。 市场营销组合是制定企业 HYPERLINK /wiki/%E8%90%A5%E9%94%80%E6%88

53、%98%E7%95%A5 o 营销战略 营销战略的基础，做好市场营销组合工作可以保证企业从整体上满足消费者的 HYPERLINK /wiki/%E9%9C%80%E6%B1%82 o 需求 需求。市场营销组合是企业对付 HYPERLINK /wiki/%E7%AB%9E%E4%BA%89%E8%80%85 o 竞争者 竞争者强有力的手段，是合理分配企业营销 HYPERLINK /w/index.php?title=%E9%A2%84%E7%AE%97%E8%B4%B9%E7%94%A8&action=edit o 预算费用 预算费用的依据。 HYPERLINK /w/index.php?tit

54、le=%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88&action=edit§ion=2 o 编辑段落: 市场营销组合的产生与发展 编辑市场营销组合的产生与发展 1960 年， HYPERLINK /wiki/%E9%BA%A6%E5%8D%A1%E9%94%A1 o 麦卡锡 麦卡锡提出了著名的 HYPERLINK /wiki/4P%E7%BB%84%E5%90%88 o 4P组合 4P组合。 HYPERLINK /wiki/%E9%BA%A6%E5%8D%A1%E9%94%A1 o 麦卡锡 麦卡锡认为，企业从事市场营销活动

55、，一方面要考虑企业的各种外部环境，另一方面要制订市场营销组合策略，通过策略的实施，适应环境，满足 HYPERLINK /wiki/%E7%9B%AE%E6%A0%87%E5%B8%82%E5%9C%BA o 目标市场 目标市场的需要，实现企业的目标。 HYPERLINK /wiki/%E9%BA%A6%E5%8D%A1%E9%94%A1 o 麦卡锡 麦卡锡绘制了一幅市场营销组合模式图，图的中心是某个消费群，即 HYPERLINK /wiki/%E7%9B%AE%E6%A0%87%E5%B8%82%E5%9C%BA o 目标市场 目标市场，中间一圈是四个可控要素：产品（Product）、地点（P

56、lace）、 HYPERLINK /wiki/%E4%BB%B7%E6%A0%BC o 价格 价格（Price）、 HYPERLINK /wiki/%E4%BF%83%E9%94%80 o 促销 促销（Promotion），即4ps 组合。在这里，产品就是考虑为目标市场开发适当的产品，选择 HYPERLINK /wiki/%E4%BA%A7%E5%93%81%E7%BA%BF o 产品线 产品线、 HYPERLINK /wiki/%E5%93%81%E7%89%8C o 品牌 品牌和 HYPERLINK /wiki/%E5%8C%85%E8%A3%85 o 包装 包装等；价格就是考虑制订适当的

57、价格；地点就是讲要通过适当的渠道安排运输储藏等把产品送到目标市场，促销就是考虑如何将适当的产品，按适当的价格，在适当的地点通知目标市场，包括 HYPERLINK /wiki/%E9%94%80%E5%94%AE%E6%8E%A8%E5%B9%BF o 销售推广 销售推广、 HYPERLINK /wiki/%E5%B9%BF%E5%91%8A o 广告 广告、培养 HYPERLINK /wiki/%E6%8E%A8%E9%94%80%E5%91%98 o 推销员 推销员等。图的外圈表示 HYPERLINK /wiki/%E4%BC%81%E4%B8%9A%E5%A4%96%E9%83%A8%E7

58、%8E%AF%E5%A2%83 o 企业外部环境 企业外部环境，它包括各种不可控因素，包括 HYPERLINK /wiki/%E7%BB%8F%E6%B5%8E%E7%8E%AF%E5%A2%83 o 经济环境 经济环境、 HYPERLINK /wiki/%E7%A4%BE%E4%BC%9A%E6%96%87%E5%8C%96%E7%8E%AF%E5%A2%83 o 社会文化环境 社会文化环境、 HYPERLINK /wiki/%E6%94%BF%E6%B2%BB%E6%B3%95%E5%BE%8B%E7%8E%AF%E5%A2%83 o 政治法律环境 政治法律环境等。 HYPERLINK /

59、wiki/%E9%BA%A6%E5%8D%A1%E9%94%A1 o 麦卡锡 麦卡锡指出，4ps 组合的各要素将要受到这些外部环境的影响和制约。 图14P组合 以后，市场营销组合又由4ps 发展为 HYPERLINK /wiki/6ps o 6ps 6ps，6ps 是由 HYPERLINK /wiki/%E7%A7%91%E7%89%B9%E5%8B%92 o 科特勒 科特勒提出的，它是在原4P的基础上再加政治（Politics）和 HYPERLINK /wiki/%E5%85%AC%E5%85%B1%E5%85%B3%E7%B3%BB o 公共关系 公共关系（ HYPERLINK /wiki

60、/Public_Relations o Public Relations Public Relations）。 HYPERLINK /wiki/6pS%E7%BB%84%E5%90%88 o 6pS组合 6pS组合主要应用实行 HYPERLINK /wiki/%E8%B4%B8%E6%98%93%E4%BF%9D%E6%8A%A4%E4%B8%BB%E4%B9%89 o 贸易保护主义 贸易保护主义的特定市场。随后，科特勒又进一步把6ps 发展为 HYPERLINK /wiki/10ps o 10ps 10ps。他把已有的 HYPERLINK /wiki/6ps o 6ps 6ps 称为战术性营