基于解释主义方法论的日本市场营销学  

Interpretivist Approach of Marketing in Japan

作　　者：王衍宇[1] 

机构地区：[1]福州大学阳光学院

出　　处：《亚太经济》2013年第4期64-68,共5页Asia-Pacific Economic Review

摘　　要：解释主义在市场营销的方法论研究,是1980年代在欧美以及日本分析享乐性消费时被导入的。解释主义方法论源于传统的解释主义,认为市场是社会构建物,这与实证主义认为市场是纯粹客观的对象物持相反的哲学思辨。实证主义强调客观法则的发现和适用,而解释主义强调理解、解释、构建。在日本,解释主义方法论被应用于消费者行为分析、需求分析、样本选择等诸多领域。Interpretivist approach of marketing was introduced and applied for the research of hedonic consumption behavior around 1980＇s in Western countries including Japan. It was originally derived from traditional interpretivism and make the point that market is socially constructed structure, contrary to pure objective correla- tive as positivists think Positivist assume that market is pure object like natural phenomenon, but interpretivist takes it as socially-constructed structure. The former puts the emphasis on ＂discovery of objective law and appli- cation of it to marketing＂, but the latter on ＂understanding, interpreting and construction＂ The latter approach is now widely applied in various fields of marketing sciences such as consumer behavior analysis, needs analysis, sample choice and so on.

关 键 词：营销方法论 实证主义方法论 解释主义方法论 

分 类 号：F13[经济管理—世界经济]