由案例研究讲好中国营销故事

Applying Case Studies to Tell the Story of Chinese Marketing

本文基于中国营销学者的视角,回答了由案例研究讲好中国营销故事的三个问题.(1)什么是由案例研究讲好中国营销故事?简单地说,就是营销学者通过案例研究的方法,描述中国营销现象,探索中国营销发展规律,以实现解决中国营销问题和贡献世界营销新知的使命或目标.(2)为何由案例研究讲好中国营销故事?有以下四点原因:①从案例研究的对象看,适合讲真实和完整的管理故事;②从案例研究的性质看,适合讲述有趣和可信的管理故事;③从案例研究的类型看,适合讲述丰富而不同的管理故事;④从案例研究的应用看,适合讲述精彩和理论构建的管理故事.(3)如何由案例研究讲好中国营销故事?需要进行以下四个方面的正确决策:①明确研究的使命是服务中国,还是影响世界;②确定研究的主题是解决中国问题,还是追逐国际理论前沿;③选择的研究对象是中国境内的样本,还是全球范围的样本;④应用的分析方法是简单化的,还是复杂化的.这些问题对于中国学者完成"服务中国,影响世界"的使命有着重要意义.

Based on the perspective of Chinese marketing scholars,this paper answers three questions about how to tell a good China’s story through case study:(1)What is a good China’s marketing story through case study?To put it simply,marketing scholars describe China’s marketing phenomenon and explore the law of China’s marketing development through the method of case study,so as to realize the mission or goal of solving China’s marketing problems and contributing to the world’s new marketing knowledge;(2)Why do case studies tell China’s story well?There are four reasons for this:the subjects of case studies are good for telling true and complete management stories;case studies,by its nature,is suitable for telling interesting and credible management stories;from the type of case study,it is suitable to tell a rich and different management story;(3)How to tell a good China’s marketing story through case studies?The right decisions need to be made in the following four aspects:clarify whether the mission of research is to serve China or to influence the world;determine the topic of research is to solve the problem of China or to pursue the frontier of international theory;Whether the research object selected is the sample within China or the global sample.These questions are of great significance for Chinese scholars in fulfilling their mission of“serving China and influencing the world”.