后疫情时代下营销管理者哲学观在营销实践失衡问题中的应用探讨  

Exploration of the Imbalance between Philosophical Views of Marketing Managers and Their Marketing Practice in the Post-pandemic Era

作　　者：蔡知霖 CAI Zhilin(Lancaster University Management School Lancaster,the UK LA14YW)

机构地区：[1]兰卡斯特大学管理学院,英国兰卡斯特LA14YW

出　　处：《中国商论》2022年第8期44-48,共5页China Journal of Commerce

摘　　要：2020年新冠疫情爆发以来,各行各业都开始研究无接触模式和数字化模式。其中线上交易量的迅速增长使得用户被数据化后进行分析的方式被广泛应用。本文基于后疫情时代下营销环境的变化,利用相关哲学理论对营销管理实践中出现的失衡问题进行分析,并对现代企业及商学院教学如何解决现存问题且更好地服务当前和未来的经理人提出了改进建议。本文在帮助营销人员纠正偏见的同时使营销管理人员拥有平衡的哲学观指导营销管理实践,以推动后疫情时代下营销的新发展。Since the outbreak of the epidemic in 2020,various industries have begun to engage in the contactless mode and digital mode.In particular,with the rapid growth of online trading volume,the way of analysis after users are exposed to digitalization is more widely used.Based on the changes of marketing situation in the post-pandemic,this study uses relevant philosophical theories to analyze their unavailability in marketing management practice.It also puts forward some suggestions on how to solve the existing problems and better serve the existing and prospective managers in the teaching of modern enterprises and business schools.While helping to correct the prejudice of marketing personnel,this research aims to help marketing managers take full advantage of philosophical theories to guide the practice of marketing management,so as to promote the new development of marketing in the post-pandemic era.

关 键 词：新冠疫情 哲学理论 营销实践 新发展 

分 类 号：F724[经济管理—产业经济]