本刊特邀北京大学光华管理学院著名教授王建国博导“布道”《名家讲堂》。王教授的系列文章隆重推出之一、之二后,在读者群体中产生强烈影响被称赞为可以“解决问题”的名家讲堂。本文系王建国教授系列文章之三。传统的4P理论不能解决的在当今网状经济条件下企业面临的目标顾客群多元化问题、跨行业竞争问题、低于平均成本销售赢利问题和高于顾客的意愿价格销售问题,在王建国先生的巨作《IP理论》当中却一一得到了解决。这是营销的新维度、新方法。 The magazine invited Guanghua School of Management, Peking University professor Wang Jianguo famous “sermons” “famous lecture hall.” Professor Wang’s series of articles was launched one after two, after a strong influence in the readership has been praised as “problem-solving ” famous lecture hall. This article is the third series of Professor Wang Jianguo. The traditional 4P theory can not solve the problem of diversification of target customers, cross-industry competition, under-average cost of selling profit and higher than customer’s willingness to sell in the current state of net economy. In Mr. Wang Jianguo’s Masterpiece “IP theory” which one by one has been resolved. This is a new dimension of marketing, a new method.