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4c theory 4C theory of marketing experts from the United States in 1990, Professor Lott friend made it to consumer demand, re-set the marketing mix of four basic elements: namely, consumers (Consumer), 成 本 (Cost), convenience (Convenience) and communication (Communication). It stressed that enterprises should first consider the pursuit of customer satisfaction come first, followed by yes 顾客 effort to reduce the purchase cost, and then to fully note 顾客 the convenience of the buying process, rather than from the business perspective Lai Jueding Xiaoshouqudao strategy, the final should also be effective consumer-centric marketing communication. And product-oriented theory of Xiangbi 4P, 4C theory made great progress and development, it attaches to customer-oriented, the pursuit of customer satisfaction as the goal, which is actually today&#39;s consumers in the marketing position in the market, more and more home Zhudong on necessary requirement for business. (A) Customer (Customer): Customer-oriented retail business directly, and therefore should consider the customer&#39;s needs and desires, establish a customer-centric retail concept of &quot;customer-centered&quot; as a red line, throughout the marketing activities of the whole process. Retailers should be standing on the customer&#39;s position, to help customers select merchandise sourcing organization; according to customer needs and purchase behavior, we should organize merchandise sales; of customer buying behavior, to better meet the needs of customers; even more on customers quality services. (B) Cost (Cost): customers buy a particular product, in addition to cost some money, but also spent some time, effort and energy, which constitute the total cost of the customer. Therefore, the total cost of customers, including the cost of money, time, cost, cost and physical cost of the spirit. As customers buy merchandise, the total relevant costs include the monetary hope, time, energy and physical Deng to a minimum, to give themselves maximum satisfaction, therefore, retail Companies must consider the customer to meet demand and are willing to pay &quot; customer total cost. &quot; Efforts to reduce the total cost of buying customers, such as reducing the purchase price of commodities costs and marketing costs to reduce prices in order to reduce the cost of customer money; efforts to improve efficiency, minimize the time expenditure of customers, saving customers the time of purchase; Tongguo multiple channels to provide detailed information to customers, to provide customers with good service and reduce customer mental and physical cost. (C) To facilitate (Convenient): to maximize the convenience of consumers, is now in the situation of excessive competition in the retail business should seriously consider. As noted above, the retail business in the choice of location, should be considered regional decision, the regional choice, location choice and other factors, in particular, should consider &quot;consumer accessibility&quot; of the factors that make consumers easier to store. Even the remote consumer, but also through the facilitation of traffic close to the shops. Meanwhile, in store design and layout to facilitate consumer access to be considered, from top to bottom, to facilitate the consumers to visit, browse, select, convenient consumer payment clearing and so on. (D) communication (Communication): Retail company in order to create competitive advantage, we must continue to communicate with consumers. Communicate with consumers, including the store location to consumers, goods, services, prices and other information on; influence consumer attitudes and preferences, to convince consumers to patronize stores, buying goods; in the eyes of consumers establish a good business image. In today highly competitive retail marketplace, retailers managers should be aware: to communicate with consumers than the alternative of appropriate commodities, price, place, promotion is more important and more conducive to long-term development company. The marketing concept is also deeply reflected in the corporate marketing activities. Under the guidance of the 4C concept, more and more enterprises and consumers pay more attention to the market, with customers and establish a closer relationship dynamics. May 1999, the famous Microsoft under the auspices of its Chief Executive Officer Baermode also started a comprehensive strategy to adjust to Microsoft not only technical experts to follow the company&#39;s baton, but more attention to the market and customer needs. China Kelon, Albert Henderson, and Lenovo business transformation through marketing, the implementation of strategies to 4C theory of integrated marketing approach, became the forerunner of the Theory and Practice 4C and beneficiaries. Appliance industry, &quot;Price is king,&quot; &quot;cost of teacher&quot; is the consensus of the industry, manufacturers are mastered before pricing, corporate pricing power is completely starting from the profit margin, not really from the consumers &quot; Cost View &quot;departure, which is why the popularity of high-end color TV unpleasant reasons. Now the premise that consumers consider price their own &quot;how much money to buy only the value of this product.&quot; So as the sales end of Suning Appliance, a study of consumer shopping specifically the &quot;cost&quot; in order to require manufacturers to &quot;pricing&quot;, which according to the consumer &quot;cost concept&quot; to the requirements of the pricing practices of firms is the pursuit of customer satisfaction The Theory and Practice of 4C. However, the practical application of business and market development trends, 4C theory remains inadequate. First of all, 4C theory of consumer-oriented, focused on looking for consumer demand, to meet consumer demand, competition-oriented market economy there, companies demand not only that, but also more attention to competitors. Cool-headed analysis of their strengths and weaknesses in competition and take the appropriate strategies, to the fierce competition in the market stand in an invincible position. Second, under the guidance of the theory in the 4C, companies often lose the customer Xuqiu passive adaptation, often deprive its own direction with the passive capture consumer demand to pay more Chengben, Ruhe Qiang Zhang Qi consumer demand and business profit is a combination of theoretical problems to be solved 4C. Therefore, market development and its response to the 4P and 4C, the enterprise needs to establish a higher level between the customer more effective and long-term relationship. Incidentally, 4R marketing theory, not only to meet the market demand and stay in the pursuit of customer satisfaction, but to build customer loyalty as the highest goal, on the theory of 4P and 4C further developed and added.
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