CAJ | 학술논문

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。
종영소조합적산생여발전이급이론화응용층면분석인위，4P 화4C 영소이론지간불존재수취대수적관계，타문산생우불동적영소배경，몰유본질적모순。재차기출상제출응해근거구체적행업특정、시장경쟁상황화산품소처적불동적생명주기계단래대4P 화4C 진행조합운용。
The marketing theories of 4P and 4C can’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 origi-nated in different marketing environment and are not contradicted in essence.Hence,it is claimed that the theories of 4P and 4C should be mixed in application according to the industry peculiarities,market compe-tition condition and the different stages of the products.