2015-0107-Yahoo知識+翻譯-3

2. Need for new marketing mix modelSince its introduction, marketing mix has been modified due to changes in consumer and organisational attitudes over the last few decades (1970s – 2010s) have frequently prompted marketing thinkers to explore new theoretical approaches and expanding the scope of the marketing mix concept. 新營銷組合模型上的需求自從引進此觀念後，營銷組合在過去數十年來已因為客戶和企業組織態度上的改變而經過修改(1970年代–2010年代)，已時常驅策行銷企劃人員探索出新的理論方法，並擴展營銷組合觀念的範圍。 Number of researchers like Grönroos, 1994; Constantinides, 2002; Goi, 2005; Möller, 2006) explored more ‘P’s instead of traditional 4Ps only. 許多的研究人員如Grönroos（1994）、Constantinides（2002）、Goi（2005）和Möller（2006）探索處更多的P觀念而非只有4P的觀念。 Dr. Bob Lauterborn, a professor at the University of North Carolina, has proposed 4Cs. instead of 4 Ps .北卡羅來納大學教授Bob Lauterborn已提出4Cd 功觀念來取代4P。 The 4 C’s model of marketing is more consumers oriented because of its focus on consumers, but it is mainly used for Niche Marketing.4C的行銷模型更具有客戶導向性，因為自著重於客戶，但主要用於利基行銷上。 In the age of internet time, the "4 C's" is also facing some dilemma and a new marketing tool of "4 V's" is being contemplated for application. The” 4V`s”are Validity, Value, Venue and Vogue. Constantinides came out with 4S model (web-marketing model, WMM).在網路時代中，4C也需面對一些兩難的窘境，新的行銷工具4V也進行實際應用，4V意指效力、價值、場所和時尚。Constantinides提出4S模型（網路行銷模型WMM）。 It describes web marketing strategy with four elements begin with ”S" including scope, site, synergy and system. However, the creation of new ‘4P’, `4C`, `4S` and 4`S`s could not offer the most appropriate marketing mix tool to the practitioners which will be mutually beneficial to customers and marketers. 這使用S開頭的是個英文字說明網路行銷策略，包括範圍、場所、協助和系統。但創新的4（）、4C、4S觀念缺乏提供最適當的營銷組合工具給可讓客戶和行銷人員互惠的業者。

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