解释学与消费者研究

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摘要在当代消费文化状况下,营销者必须努力去理解消费者在其日常的消费实践中所寻求的意义,以及他们在此过程中建立的与特定的产品、品牌或其他市场提供物之间不同的基于意义的关系。本文探讨和阐述了应用于消费者研究中以帮助营销者建立这种理解的解释学研究范式,包括它的哲学思想、理论模型和方法论原则。

作者朱华雄王长征

机构地区中南财经政法大学经济学院武汉大学经济与管理学院

出处《中南财经政法大学学报》 CSSCI 北大核心 2009年第1期20-25,共6页 Journal of Zhongnan University of Economics and Law

基金国家自然科学基金资助项目"象征型品牌:象征意义的维度效应与作用机制"(70672069) 教育部社科研究基金规划资助项目"象征消费品牌的象征定位及对消费者的影响研究"(06JA630050)

关键词解释学消费者市场营销

参考文献16

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中南财经政法大学学报

2009年第1期

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