In-depth analysis of 4Rs and 4Is marketing theory: a guide to the success of modern cross-border e-commerce

The Marketing Theory of 4Rs (The Marketing Theory of 4Rs) was proposed by American marketing expert Don E. Schultz in 2001. This theory emphasizes the importance of long-term interaction between enterprises and consumers, aiming to achieve sustainable development of enterprises by building consumer loyalty. The core of 4Rs theory lies in four elements: Relevancy, Reaction, Relationship and Reward.

The four major elements of 4Rs marketing theory

1. Relevancy
   This relationship emphasizes that enterprises and consumers are a community of destiny. Establishing and developing long-term relationships with consumers is regarded as the core content of business operations.

2. Reaction
   Facing the fiercely competitive market environment, operators need to start from the perspective of consumers in order to better listen to needs. The shift from a speculative business model to one that is highly responsive to consumer needs is key to this phase.

3. Relationship
   When the market environment changes qualitatively, the key to seizing the market is to establish long-term and solid relationships with consumers. To this end, market strategies need to shift from one-time transactions to emphasizing long-term cooperation, from short-term interests to emphasizing consumer participation, and to achieve common and harmonious development.

4. Reward
   The consolidation and development of all trading relationships are inseparable from economic interests. Therefore, when dealing with various marketing contradictions, reasonable returns have become the starting point and final destination.

Characteristics of 4Rs marketing theory

The 4Rs marketing theory is characterized by its competition orientation and aims to summarize the framework of modern marketing at a new level. It focuses on the interaction between enterprises and consumers, proactively adapting to and creating consumer demand. By optimizing systematic thought-integrated marketing, companies can form unique relationships with consumers through various forms, thereby establishing competitive advantages. In addition, this theory emphasizes the reaction mechanism of interaction and win-win, provides a basis for establishing relationships, integrates costs and the pursuit of win-win, and helps companies achieve market share while also providing consumers with a more valuable experience.

The rise of 4Is marketing theory

With the rapid development of online media, the excess of information makes it gradually difficult for traditional marketing theory to adapt to the communication characteristics of new media, thus promoting the emergence of 4Is marketing theory. The 4Is theory was proposed by Don Schultz in the 1990s. Its four elements are Interesting, Interests, Interaction and Individuality. This theory not only provides a theoretical basis for e-commerce social media marketing, but also provides guidance for enterprises to break through in fierce competition, helping to strengthen the depth of marketing.

In the modern cross-border e-commerce environment, these two marketing theories complement each other, which not only strengthens the relationship between enterprises and consumers, but also meets the increasingly diverse market needs.