营销科学学科回顾、展望与未来方向

Marketing Science Discipline Retrospect,Prospect and Future Development

现代营销科学经过百年发展,在理论探索和实践应用中日益发挥出巨大作用.20多年来,国家自然科学基金持续资助市场营销相关研究,资助项目数和资助强度不断增加:从2000年的5项共计55.6万元,上升到2020年的69项共计2586万元,有力推动了我国营销科学基础研究的发展.面向未来,营销科学研究应努力建构"4422"体系:坚持四个面向战略,推进四项融合策略,采用两新(新方法和新理论)手段,解决两类问题(营销科技问题和人类福祉问题),从而实现营销科技与人类福祉的深度融合,造福人类社会.最后,本文从营销科技和人类福祉两个方面,提出了对国家自然科学基金营销科学未来资助重点领域和方向的思考.

After a century of development,modern marketing science has increasingly played a great role in theoretical exploration and practical application.In the past 20 years,the National Natural Science Foundation of China(NSFC)has continued to fund marketing research,and the number of funded projects and funding intensity have been increasing,from 5 projects totaling 556,000 yuan in 2000 to 69 projects totaling 25.86 million yuan in 2020.NSFC has strongly promoted the basic research of marketing science in China.Future marketing science research should strive to build a“4422”system:adhere to 4 oriented strategies,promote 4 integrated strategies,adopt 2 new tools(new methods and new theories)and solve 2 types of problems(marketing technology and human welfare),so as to achieve the deep integration of marketing technology and human welfare for the benefit of society.Finally,this paper presents thoughts on future key program of NSFC marketing science from two aspects,including marketing technology and human well-being.