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美国学者杰瑞·麦卡锡提出的4P理论(Product,Price,Place,Promotion)真正被中国通信运营商广为接受应用时间并不长。在公司化以后的近十年间,4P曾经给这个行业的高速发展带来极大的影响。但随着移动互联网对社会商业形态带来的巨大改变,运营商当初对4P的理解和应用方式显然已不适用于今日的通信消费市场。今年6月,我国老牌运营商中国电信成为三大运营商中最后一家步入收入负增长新常态的企业,再次证明
4P theory (Product, Price, Place, Promotion) proposed by American scholar Jerry McCarthy has been widely accepted by Chinese telecom operators for a short time. In the nearly 10 years after corporatization, 4P once had a tremendous impact on the rapid development of this industry. However, with the tremendous changes that the mobile Internet has brought to the social business model, operators’ understanding and application of 4P apparently did not apply to today’s communications consumer market. In June of this year, China Telecom, a veteran operator in China, became the last of the three operators to enter the new normal of negative growth in revenue, proving again