4C营销理论（The Marketing Theory of 4Cs)

The 4C marketing theory (The Marketing Theory of 4Cs), also known as "4C marketing theory", was proposed by American marketing expert Professor Lauterbone (1990) and corresponds to the 4C theory of traditional marketing 4P. It is oriented to consumer demand and resets the four basic elements of the marketing mix: Consumer, Cost, Convenience, and Communication. <br>First, Customer mainly refers to the needs of customers. Enterprises must first understand and research customers, and provide products according to customer needs. At the same time, enterprises not only provide products and services, but more importantly, the resulting customer value (CustomerValue). . <br>Second, Cost is not only the production cost of an enterprise, but also the Price in 4Ps. It also includes the purchase cost of customers, and it also means that the ideal situation of product pricing should be lower than the customer's psychological Prices can also make companies profitable. <br>Third, Convenience (convenience), so-called to provide customers with the greatest shopping and convenience. The 4Cs marketing theory emphasizes that when formulating a distribution strategy, an enterprise should give more consideration to the convenience of customers rather than the convenience of the enterprise itself. Through good pre-sales, sales and after-sales services, customers can enjoy convenience while shopping. Convenience is an integral part of customer value. <br>Fourth, Communication is used to replace the corresponding Promotion in 4Ps. 4Cs marketing theory believes that enterprises should establish a new type of enterprise / customer relationship based on common interests through active and effective two-way communication with customers. This is no longer a one-way promotion and persuasion by customers, but to find a way to achieve their goals in the communication between the two parties.

The 4C Marketing Theory (The Marketing Theory of 4Cs), also known as "4C Marketing Theory", was put forward by American marketing expert Professor Lauterpeng (1990), which corresponds to the 4C theory of traditional marketing. It is consumer demand-oriented and redefines the four basic elements of the marketing mix: Customer, Cost, Convenience, and Communication.<br>First, Customer mainly refers to the needs of customers. Enterprises must first understand and study customers and provide products according to their needs. At the same time, businesses offer not only products and services, but more importantly the resulting customer value (Customer Value).<br>Second, Cost is not only the cost of production, or Price in 4Ps, it also includes the cost of the customer's purchase, but also means that the ideal situation for product pricing should be both lower than the psychological price of the customer, but also to make the enterprise profitable.<br>Third, Convenience, which is known as providing customers with maximum shopping and ease of use. 4Cs marketing theory emphasizes that enterprises should consider the convenience of customers more than the convenience of the enterprise itself when formulating distribution strategy. Through good pre-sale, sale and after-sales service to let customers in shopping at the same time, but also enjoy the convenience. Convenience is an integral part of customer value.<br>Fourth, Communication is used to replace the promotion (promotion) for 4Ps. 4Cs marketing theory holds that enterprises should establish a new type of enterprise/customer relationship based on common interests through active and effective two-way communication with customers. This is no longer a one-way promotion and persuasion of customers, but in the communication between the two sides to find the way to achieve their goals at the same time

The marketing theory of 4Cs, also known as "4C marketing theory", is a 4C theory proposed by Professor lautburn (1990), an American marketing expert, and corresponding to the traditional 4P marketing. Guided by the needs of consumers, it redefines the four basic elements of marketing mix: customer, cost, convenience and communication.<br>First, customer mainly refers to the needs of customers. Enterprises must first understand and study customers, and provide products according to customers' needs. At the same time, enterprises provide not only products and services, but also customer value..<br>Second, cost is not only the production cost of the enterprise, or the price in 4Ps, but also the purchase cost of the customer. It also means that the ideal situation of product pricing should be lower than the psychological price of the customer, and also make the enterprise profitable.<br>Third, convenience, that is, to provide customers with the greatest convenience for shopping and use. 4Cs marketing theory emphasizes that when making distribution strategy, enterprises should consider the convenience of customers more than the convenience of enterprises themselves. Through good pre-sale, sale and after-sale service, customers can enjoy convenience while shopping. Convenience is an integral part of customer value.<br>Fourth, communication is used to replace the corresponding promotion in 4Ps. According to 4Cs marketing theory, enterprises should establish a new type of enterprise / customer relationship based on common interests through active and effective two-way communication with customers. This is no longer a one-way promotion and persuasion of customers, but a way to achieve their own goals at the same time in the communication between the two sides<br>