江苏海洋大学学报（人文社会科学版）

从营销组合的产生与发展以及理论和应用层面分析认为,4P和4C营销理论之间不存在谁取代谁的关系,它们产生于不同的营销环境,没有本质的矛盾。在此基础上提出应该根据具体的行业特征、市场竞争状况和产品所处的不同的生命周期阶段来对4P和4C进行组合运用。

The marketing theories of 4Pand 4Ccan't be replaced by each other from the perspectives of the theories and the application related with the origination and development of marketing mix.They are originated in different marketing environment and are not contradicted in essence.Hence,it is claimed that the theories of 4Pand 4Cshould be mixed in application according to the industry peculiarities,market competition condition and the different stages of the products.