论“共主体”营销话语的建构与践行——关于现代营销近视症的矫治研究  

The Construction and Practice of the Co-Subject Marketing Discourse——A Study on Correction of the Modern Marketing Myopia

作　　者：李怀斌[1] 李响[2] 毕贺轩[1] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025 [2]卡尔加里大学沃克兰青年领导力研究中心

出　　处：《中国工业经济》2012年第2期98-107,共10页China Industrial Economics

基　　金：国家自然科学基金项目"共主体国家形象话语及其全球文化嵌入效应和机理研究"(批准号71172121);辽宁省社会科学规划基金项目"增强国际舞台上的中国声音研究"(批准号L10BGJ006)

摘　　要：本文针对当前营销理论和实践存在的"外形化"问题,梳理了莱维特提出营销近视症后的营销理论发展进路,得出该近视症并没有得到根治而且有新变异的论断和具有主体中心论特征与弊端的现代营销近视症;认为要根治该近视症,首先应克服"现代营销者研究现代营销"以及由此产生的"营销研究的近视症"局限,以营销研究者的身份、在跨学科和方法论高度与层面去寻求突破性思路和方法。基于这种认识,本文萃取和应用"后现代性"、"主体间性"与"网络嵌入性"等多学科话语作为矫治这种营销近视症的创新方法,重构了具有"消解对立、善待他者、与他者网络化互嵌共生"意蕴的共主体营销新话语,并论述了践行这种营销新话语的方式、机理和愿景。Directing at the problems on decoupling between theories and practice of marketing the paper sorts out the development of marketing theories after the proposition of marketing myopia by Levitt from the perspective of analysis of multi-disciplinaries discourse. The paper proposes that the marketing myopia has not been cured and has some new variant, while the modern marketing myopia has the characteristics and shortcomings of the subject centralization. The limitations of research of modern marketing made by modern marketers and marketing research myopia caused by it should be overcame, and breakthrough and methods should be seek from the level of cross-disciplinaries and methodologies by marketing researchers in order to correct modern marketing myopia. Therefore the paper corrects the modern marketing myopia by using the inter-subjectivity, the post-modernity and the network embeddedness as a creative method, reorganizes the new marketing discourse paradigm, which has the meaning of eliminating the two-subject counterposition, and to treat the other kindly, embed and depend on others through networking. The methods, system and vision to practice the new discourse of co-subjective marketing also are discussed in the paper.

关 键 词：话语 营销近视症 后现代性 主体间性 嵌入性 共主体 

分 类 号：F271[经济管理—企业管理]