中国市场营销学:如何从必然王国走向自由王国  

Marketing Studies in China:from the Realm of Necessity towards the Realm of Freedom

作　　者：蒋青云[1] 褚荣伟[1] 陆雄文[1] Jiang Qingyun;Chu Rongwei;Lu Xiongwen

机构地区：[1]复旦大学管理学院

出　　处：《复印报刊资料（市场营销）》2022年第1期83-94,共12页

摘　　要：市场营销学在我国经过近30年的快速发展,已经取得了四个方面的初步成就:一是学术机构和学科体系已经形成;二是与前者相关的学术共同体及其研究范式趋向成熟;三是学术和实践的对话机制及其社会影响力逐步形成;四是学科及其学术研究的国际影响力初见曙光。但中国市场营销学科的发展自觉也让营销领域的研究者意识到中国本土营销理论研究的薄弱,还未发展出指导中国市场营销实践的系统理论视角。文章最后从科学研究的严谨性(rior)、相关性(relevance)和影响性(impact)三个方面展开针对中国营销学科发展创新的未来思考。After a rapid development of the past 30 years,Chinese Marketing has achieved preliminary achieve-ments in four areas:Firstly,academic institutions and discipline systems have formed;Secondly,the academic commu-nity and its research paradigm related to the former are becoming more mature;Thirdly,the dialogue mechanism be-tween the academia with the practice and its social influence have formed;Fourthly,the international influence of the discipline and its academic research is beginning to see the light.However,the development of China's Marketing dis-cipline has also made researchers in the field of Marketing realize that the theoretical research of China's local Market-ing is weak,and has not yet developed a systematic theoretical perspective to guide China's marketing practices.At the end of this article,the future thinking about the development and innovation of China's Marketing discipline is starting from three aspects:the rigor,relevance,and impact of scientific research.

关 键 词：营销学科 营销科学 严谨性 相关性 中国市场 

分 类 号：F713.50[经济管理—市场营销] F724[经济管理—产业经济]