基于互联网和创新产品的“4H”营销组合研究

摘要

According to the evolution trend of the 4P-4C-4R marketing mix, 4H marketing mix tries to adapt to the trend of internet times with the innovative products as the center , which emphasizes the direct focus on the customer de-mand for innovation.It proposes a new marketing mix in order from four dimensions of Hot , Hurry, Happy and Home. Taking Tesla electric vehicles as an example , the paper analyzes the broad development prospects of 4H marketing mix.%根据营销组合4P－4C－4R的演化趋势，4H营销组合以创新产品为中心，力图顺应互联网时代的潮流，强调对顾客创新需求的直接关注。这种新的营销组合的四个维度依次是Hot （火热）、 Hurry （及时）、 Happy （快乐）和Home （家园），本文以特斯拉电动汽车为例分析这种营销组合广阔的发展前景。