供给侧结构性改革与新时代市场营销学的宏观转向——基于辩证法视角  

Supply-Side Structural Reform and Macro Transformation of Marketing in the New Era:Based on the Perspective of Dialectics

作　　者：梁佳 丁涛 LIANG Jia;DING Tao(School of Economics/New Retail Research Centre,Nanjing Audit University,Nanjing 211815,China;School of Marxism,Dongbei University of Finance and Economics,Dalian 116025,China)

机构地区：[1]南京审计大学经济学院/新零售研究中心,江苏南京211815 [2]东北财经大学马克思主义学院,辽宁大连116025

出　　处：《财经问题研究》2020年第5期22-29,共8页Research On Financial and Economic Issues

基　　金：国家社会科学基金重大项目“新时代流通服务业高质量发展的路径选择与政策体系构建”(18ZDA058)。

摘　　要：供给侧结构性改革作为现代化经济体系建设的主线,是我国最为重要的政策与实践内容之一,它离不开一定的理论指导,也为理论研究提供了新方向和新思路。从市场营销学的角度看,供给侧结构性改革的关键在于提高供给侧的有效供给。供给侧结构性改革应立足国内市场,加强国内统一市场的建设,同时以开放和共享的发展理念放眼全球市场,与“一带一路”倡议实现有效对接。为了适应供给侧结构性改革的实践要求,市场营销学也需要拓宽研究视野,不仅关注消费需求发生的变化,也应注重宏观经济社会层面的理论创新,加强宏观营销的研究力度。As the main line of the construction of the modern economic system,supply-side structural reform is one of the most important policy and practice contents in China.From the perspective of marketing,the key to the supply-side structural reform is to improve the effective supply of the supply-side.Supply-side structural reform should be based on the domestic market,strengthen the construction of the domestic single market,and at the same time take an open and Shared development approach to the global market to effectively align with the‘One Belt And One Road’initiative.In order to meet the practical requirements of supply-side structural reform,marketing also needs to broaden its research horizon,paying attention not only to the changes in consumer demand,but also to the theoretical innovation at the macroeconomic and social level,strengthen the research of macro marketing.

关 键 词：供给侧结构性改革 新时代 市场营销学 宏观营销 

分 类 号：F014.32[经济管理—政治经济学]