国际学术期刊中中国情境研究对B2B营销理论贡献的现状评估与展望  

Current Status and Prospects of the Contribution of Chinese Context in International Academic Journals to B2B Marketing Theory

作　　者：张闯 郭乐 ZHANG Chuang;GUO Le(Dalian University of Technology,Dalian,Liaoning,China;Dongbei University of Finance and Economics,Dalian,Liaoning,China)

机构地区：[1]大连理工大学经济管理学院,辽宁省大连市116024 [2]东北财经大学工商管理学院

出　　处：《管理学报》2025年第1期188-198,共11页Chinese Journal of Management

基　　金：国家社会科学基金资助重大项目(21&ZD120);国家自然科学基金资助项目(72172026);中央高校基本科研业务费资助项目(DUT23RC(3)034)。

摘　　要：对13本国际主流营销学术期刊中关于中国情境B2B营销研究的469篇文献进行回顾和分析,展示该领域文献的期刊分布、发表时间和趋势以及学术主力。在此基础上,采用情境化分析方法,从“what”“how”“why”3个方面评估中国情境对B2B营销研究做出理论贡献的实证文章,进而针对高情境化实证文章进行更深层次的理论贡献解析。研究发现了一些文献的变量、它们之间的关系以及关系背后的逻辑都有一定程度的中国情境化,同时还发现了一些中国情境下的新概念、新关系和关键机制;并结合现有研究的不足,对中国高情境B2B营销的未来研究方向进行展望。This study reviews 469 articles on the Chinese context in B2B marketing,published in 13 international mainstream marketing academic journals.It provides a detailed account of the journal distribution,publication time,and trend of literature in this field,as well as an analysis of the main academic forces.On this basis,this study employs a context-based analysis approach to assess the empirical articles on the theoretical contribution of the Chinese context to B2B marketing research.This assessment is conducted from three perspectives:“what”,“how”and“why”.Additionally,the study delves into the theoretical contribution of highly context-based empirical articles,exploring their unique insights in greater depth.It was found that a number of articles included a certain degree of Chinese contextualization,including the variables,the relationships between them,and the logic behind the relationships.Furthermore,it revealed new concepts,new relationships,and key mechanisms within the Chinese context.Ultimately,given the shortcomings in the existing research,a prospective outlook is presented on the future trajectory of Chinese highly context-based B2B marketing research.

关 键 词：中国情境 B2B营销 情境化分析 

分 类 号：C93[经济管理—管理学]