Robert Lauterbourne put forward the consumer-centered 4C for 4P in 1990.
Custome 2 is aimed at consumer demand; Cost-the cost that consumers are willing to pay; Convenience-convenient for consumers to buy; Communication-communicate marketing with consumers. Compared with traditional 4Ps, 4C has made great development and progress: 4C should first understand, study and analyze consumers' needs and desires, instead of considering what products the enterprise can produce first; Then understand how much consumers are willing to pay to meet their needs and desires, rather than pricing first, that is, how much they want from consumers; Then consider how customer shopping and other transaction processes bring convenience to customers, instead of considering the choice and strategy of channels first; It is very important to implement marketing with consumers as the center. Through interaction and communication, the internal and external marketing of the enterprise is continuously integrated, which invisibly integrates the interests of both customers and enterprises. 5904C theory emphasizes how to design and develop products from the perspective of customer demand and how to set the most reasonable price from the perspective of customer cost. In addition, customer demand itself has a direct impact on product prices. We should think about the promotion and promotion methods from the perspective of how to communicate with customers and facilitate their purchase.
The following is a comparative analysis of 4P and 4C marketing theories (as shown in Table 2-3). Through the comparative analysis of the above 4P and 4C theories, we can see that they have their own characteristics, advantages and disadvantages. Undoubtedly, 4P theory is the basic theory of marketing, and 4C theory is the extension and development of 4P concept. They are not substitutes, but perfect, complementary and developing. Although 4P theory also thinks about some problems from the aspects of consumer demand and after-sales service, it cannot be divorced from the theory of enterprise subject and standard as a whole, that is, enterprises consider what products to produce, how to price, distribute and promote from their own conditions, predetermined goals and interests. 4C theory thinks about marketing behavior and marketing planning from a brand-new angle, standing in the perspective of consumers.
However, from the marketing practice and market development trend of enterprises, 4C theory still has the following shortcomings: it cannot form the overall analysis framework of marketing theory itself, because the essence of 4C theory is still the problems of products, pricing, channels and promotion, but it just changes the perspective of examining these elements.
With the change of people's consumption concept, 4P theory and 4C theory should be combined. On the one hand, the advantages of 4C theory are used to make up for the shortcomings of 4P theory. On the other hand, the application of 4C theory must be based on 4P theory, and they are interdependent, which promotes the continuous development of state-owned enterprises with marketing theory. E Schultz put forward the 4R marketing theory, and took it as the basis of integrated marketing, and expounded a brand-new marketing theory. On the basis of absorbing the existing marketing theories, 4R theory takes into account the interests of all stakeholders, and turns to consumer orientation more thoroughly, emphasizing the reorganization of consumer-centered corporate behavior and market behavior. In view of the consumption characteristics of consumers' lack of attention and time in the new era, it puts forward the comprehensive and coordinated use of various forms of communication, conveying consistent product information with unified goals and images, and realizing two-way communication with consumers. In order to establish the brand image of products in the eyes of consumers, establish long-term relations with consumers and achieve the purpose of marketing and sales, thus becoming the mainstream of marketing trends in Chinese and foreign business circles. 604r combination theory includes four elements: relevance, reactivity, relationship and reward.
(1) Establish a relationship with customers to form a relationship of mutual assistance and mutual needs, and reduce the loss of customers; (2) Improve market responsiveness, listen to changes in customer needs and respond quickly to meet customer needs quickly; ③ Pay attention to customer relationship marketing. Enterprise marketing is an interactive process with consumers, competitors, suppliers, distributors, government agencies and social organizations. Enterprises realize their marketing goals through the activities of establishing, maintaining and consolidating the relationship between enterprises and customers and other interest groups, and through honest exchange and fulfilling commitments in the coordinated relationship with all parties; ④ Reward, all marketing activities should be based on customer satisfaction, social satisfaction and employee satisfaction, so as to achieve enterprise satisfaction and ultimately achieve a win-win situation. At present, the research on 4R theory in China mainly focuses on the concept, evolution, advantages, application and knowledge worker management of 4R theory.
Many people in the field of marketing theory believe that 4P, 4C, 4R and 4R theories are not a substitute relationship, but a perfect and developing relationship. Due to the different levels of enterprises, the situation is also very different, and the market and enterprise marketing are still developing. Therefore, in a certain period of time, 4P theory is still a basic framework of marketing, and 4C theory is also a very innovative idea. 4R theory is a development based on 4P theory and 4C theory. While understanding the new development of marketing theory in the new century, according to the actual situation of enterprises, combining the three to guide marketing practice may achieve better results. Some marketing scholars say, "Think with 4C theory, act with 4P theory and develop with 4R theory".