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Marketing|Merchandising	 
Strategy Training
Tomas Lee
Senior Global Product Manager & Director, Product Promotion
email tomas.k.lee@newegg.com
Wednesday, March 20, 13
•杰罗姆・⻨麦卡锡(E.Jerome McCarthy)于1960年在其《基础营
销》(Basic Marketing)一书中第一次将企业的营销要素归结四个
基本策略的组合,即著名的“4P’s”理论:产品(Product)、价格
(Price)、渠道(Place)、促销(Promotion),由于这四个词的
英文字头都是P,再加上策略(Strategy),所以简称为“4P’s”。
Wednesday, March 20, 13
Product
Solution
Price
Access
Promotion
Value
Placement
Education
{S.A.V.E.}
=4P+4C+4R+4S+4V+N4P
新21世纪的精细化营销
Wednesday, March 20, 13
这并不是说4P营销理论不再适用,只是我们需要重新
阐释它的涵义,以便更好地服务于B2C市场营销。
Wednesday, March 20, 13
{Solution}
解决方案
Product | Consumer | Relevance | Satisfaction | Variation | Selling Point
产品 | 消费者 | 关联 | 满意 | 差异化 | 卖点
Wednesday, March 20, 13
{Access}
入口
Price | Cost | Reaction | Service | Versatility | Placing Point
价格 | 成本 | 反应 | 服务 | 功能化 | 配售点
Wednesday, March 20, 13
{Value}
价值
Promotion | Convenience | Relationship | Speed | Value | Focusing Point
促销 | 便利 | 关系 | 速度 | 附价值 | 聚焦点
Wednesday, March 20, 13
{Education}
教育
Placement | Communication | Reward | Sincerity | Vibration | Buying Point
渠道 | 沟通 | 报酬 | 诚意 | 共鸣 | 买点
Wednesday, March 20, 13
不管是什么样的策略,一切都是以{客户}为基础的根据。
Wednesday, March 20, 13
[REFERENCE]
参考
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Z
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Wednesday, March 20, 13

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