Marketing Mix[营销组合]
(4Ps)

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什么是营销组合？ 释义

营销组合模型（也称作4P模型）是市场营销人员用于制定市场战略的一个有效工具。 营销经理在运用这一模型时，将4个市场变量（亦有5种、7种之说）按照最佳方式组合起来，从而对目标市场做出最佳反映。 营销组合的市场变量是可控的，认识这一点非常重要。 营销组合可以根据目标群体的需求变化以及市场环境的变化适时做出调整。

营销组合的作用不仅仅是迎合消费者需要，也是为了最大化组织绩效。 已经有很多人对4P营销组合进行了各种不同的扩展， 其中，最为突出的是“人员”（People 或 Personnel）。 此外，Booms和Bitner针对服务导向型公司提出了7P营销组合。

参考书： Nirmalya Kumar - Marketing As Strategy: Understanding the CEO's Agenda..[中译本《大行销时代》，台湾天下杂志，2004] -

参考书： David A. Aaker - Strategic Marketing Management [中译本《战略市场管理》，中国人民大学出版社，2005] -

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比较： Extended Marketing Mix[扩展的营销组合] (7Ps)  |  4S Web Marketing Mix[4S网络营销组合]  |  3C's  |  Product/Market Grid[产品市场方格]  |  SERVQUAL[SERVQUAL法]  |  Competitive Advantage framework[竞争优势架构]  |  BCG Matrix[BCG矩阵]  |  Bass Diffusion Model[巴斯扩散模型]  |  Positioning[定位]  |  Co-Creation[共同创造]  |  Disruptive Innovation[颠覆性创新]  |  Relationship Marketing[关系营销]

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