营销范式转换:营销史考察的新视角

对营销理念运用的关注远大于理论本身,这使得我们难以把握营销学发展的脉络及趋势。本文尝试把范式理论和营销史相结合,首先回顾营销史研究的传统视角,然后界定营销范式,进而分析营销范式转换的过程。从范式转换的角度看,营销史就是循环中的阶段史;这一新视角有助于我们认识营销学发展各阶段的特征及脉络,有助于避免实践中因营销理念的涌现带来的混乱。

People pay much more attention to the application of marketing than to marketing theory itself, which makes us difficult to grasp the marketing development＇ s vein and tendency. This article attempts to unify the paradigm theory and marketing history, it first reviews the marketing history research from traditional angle, then it limits marketing model, and analyzes marketing paradigm change process. From the angle paradigm change, the marketing history is in the circulation stage history; This new angle of view is helpful to us knew the characteristic and the vein of marketing development various stages, and it is also helpful to avoids the confusion in the practice because of the marketing idea emerge.