基于太极生化模式的营销进化论思考  

A Theory Concerning the Evolution of Marketing——On the Basis of Taiji-oriented Cosmogony

作　　者：贾利军[1] 周南[2] 何佳讯[1] 

机构地区：[1]华东师范大学商学院,上海200062 [2]香港城市大学市场营销系

出　　处：《周易研究》2015年第3期73-81,共9页Studies of Zhouyi

摘　　要：在中国传统易文化中,天地万物的生发变化存在着一种共通模式,即无极生太极,太极生两仪,两仪生四象,四象生八卦。这种模式的构建以整体论世界观为基础,在宏观层面上具有更重要的实践指导意义。据此,我们反观和展望人类的营销实践,将两仪、四象、八卦等抽象概念在人类的营销实践中具体赋值,依据易文化的推演法则构建人类营销的发展进化模式,以期在纷繁复杂的市场表象背后发现营销发展的真实脉络和运行模式,为和谐市场经济提供一个可能的理论视角。In Changes-oriented traditional Chinese culture, there was a common cosmogenic mode for the emergence and evo- lution of the myriad things in the world： the Non-Ultimate （wu ji 无极） generates the Supreme Ultimate （tai ji 太极）; the Supreme Ultimate generates the two modes; the two modes generate the four images, and the four images generate the eight trigrams. The establishment of this mode was based on a holistic worldview and possesses more important significance for guiding practices at a macroscopic level. Hereby we give retrospective and prospective views of the human practice of market- ing, to give value to the abstract concepts of the two modes, four images, and eight trigrams in terms of human marketing practices, and to establish a mode of evolution of marketing based on a Changes-oriented cosmogony in order to discover the genuine context and operational mode for marketing development behind the numerous and complicated appearances of mar- kets and offer a possible theoretic perspective for the harmony of market economies.

关 键 词：易学 太极生化模式 功能营销 质量营销 心理营销 伦理营销 

分 类 号：B221[哲学宗教—中国哲学] F72[经济管理—产业经济]