管理营销悖论与营销范式转变——从管理营销、关系营销到反应营销  

"Paradox of Management Marketing"and Transformation of Marketing Paradigm——From Management Marketing,to Relationship Marketing to Response Marketing

作　　者：于建原[1] 李清政[1] 李永强[1] 

机构地区：[1]西南财经大学现代营销研究所,四川成都610074

出　　处：《中国软科学》2007年第9期77-87,共11页China Soft Science

基　　金：国家自然科学基金项目(70772117)

摘　　要：本文对目前在世界范围内出现的"未来营销大论战"中所提出的"营销范式转变"问题进行了研究与讨论。本文首先针对管理营销理论内核中在观念层面与方法层面存在有不一致问题即"管理营销悖论"及其存在的原因进行了解析,并对欧洲营销学家所持的关系营销范式将替代管理营销范式提出否定看法,主要理由是管理营销与关系营销在范式特点上不具有对立特点,关系营销仅仅是对管理营销在方法上进行了改进。本文认为,因为反应营销与管理营销在构成营销范式的各特点上是完全对立的,因此反应营销才是管理营销之后新的营销范式。The paper discusses the transformation of marketing paradigm which is put forward during the worldwide debate on Future Marketing. The inconsistency existing in the marketing theoretic and methodological perspectives, namely the paradox of marketing management is firstly explained. The authors don ＇ t think that the relationship marketing paradigm will replace the current marketing management paradigm because the two paradigms in nature don＇ t conflict with each other, which is different from the ideas of European marketing specialists. Moreover, the authors think that relationship marketing is just an improvement in marketing tactics, which can＇ t replace the current paradigm, while response marketing can do it very well.

关 键 词：营销学范式 反应营销 管理营销 关系营销 

分 类 号：F272.5[经济管理—企业管理]