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《莫云讲战略》节选#71
(作者:Mo YUN)[2016]

●分析工具:4C
4P全都是站在卖方(企业)的角度进行思考,但随着市场营销理论的发展,买方(顾客)的角度愈发受到重视。因此,以顾客价值(Customer Value)、顾客负担的费用(Customer Cost)、便利(Convenience)、沟通(Communication)组合而成的“4C”应运而生。4P和4C分别对应不同的要素,同时使用能够提高整体效果。因此,市场营销组合的关键在于找出目标顾客群体,思考要向“什么人”“用什么方式”“提供什么价值”。当找准目标顾客群体之后,市场营销才会取得理想的效果。

1)顾客价值(Customer Value):顾客通过购买产品和服务获得的价值与好处。

2)顾客负担的费用(Customer Cost):顾客为了购买产品和服务而付出的费用和时间。

3)便利(Convenience):顾客购买产品的便利性和享受服务的易得性。

4)沟通(Communication):双方沟通是否顺畅。



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《莫云讲战略》节选#71
(作者:Mo YUN)[2016]

●分析工具:4C
4P全都是站在卖方(企业)的角度进行思考,但随着市场营销理论的发展,买方(顾客)的角度愈发受到重视。因此,以顾客价值(Customer Value)、顾客负担的费用(Customer Cost)、便利(Convenience)、沟通(Communication)组合而成的“4C”应运而生。4P和4C分别对应不同的要素,同时使用能够提高整体效果。因此,市场营销组合的关键在于找出目标顾客群体,思考要向“什么人”“用什么方式”“提供什么价值”。当找准目标顾客群体之后,市场营销才会取得理想的效果。

1)顾客价值(Customer Value):顾客通过购买产品和服务获得的价值与好处。

2)顾客负担的费用(Customer Cost):顾客为了购买产品和服务而付出的费用和时间。

3)便利(Convenience):顾客购买产品的便利性和享受服务的易得性。

4)沟通(Communication):双方沟通是否顺畅。

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