Research on the Application of 4Ps Marketing Theory Based on Chinese Consuming Conceptions

4Ps marketing theory is widely used in Chinese enterprises. From the macro factors perspective, Chinese consuming conceptions have a significant impact on the application of the marketing theory in China. This paper discusses six types of Chinese consuming conceptions including face conception, brand conception, individuation conception, fashionable consuming conception, authority conception, and panache conception. Finally, the paper analyzes how the consuming conceptions impact the application of 4Ps theory in marketing practice.