营销组合理论的演进经历了从4Ps到4Cs再到4Rs的过程。随着时代的变迁,营销理论在演进的过程中正以产品为中心向以顾客为导向迈进。鉴于此,物流企业应从业务观念、业务内容以及业务方式上着手,通过不断的业务创新来引导和满足客户需求,在目标市场中提供区别于竞争对手的差异化与个性化的服务。 The evolution of marketing mix theory has undergone a process from 4Ps to 4Cs to 4Rs. As the times change, the marketing theory is taking the product as the center and the customer as the guide in the process of the evolution. In view of this, logistics enterprises should start from the business concept, business content and business methods, through continuous business innovation to guide and meet customer needs, in the target market to provide differentiated and differentiated services from competitors.