基于内容分析的我国企业营销实践

Contemporary Marketing Practice in China:A Content Analysis

对我国企业的营销现状缺乏全面而系统的研究容易导致营销学术领域和实践领域的脱节,本文尝试从整体、全面的视角探索当代我国企业的营销实践,通过对主要商业杂志的案例进行内容分析,识别出我国企业开展的16个大类和相关51个小类的营销活动,其中,基于4Ps的营销战术行为被绝大多数企业所采用,战略层面的营销行为相对较少。另外,研究发现,当代我国企业营销实践仍然被交易营销所主导;绝大多数企业,无论是制造企业还是服务企业仍然依赖交易营销。对开展交易营销、关系营销或两者相混合的方法而言,制造企业和服务企业没有显著差异。

The purpose of this paper is to explore and comprehend contemporary marketing practices of Chinese firms from holistic and systematical perspective. With content analysis on primary business magazines, the authors identify 16 summary categories and 51 detail categories representing diverse marketing practices that Chinese firms are conducting. The paper find that Chinese firms are too preoccupied with tactical marketing, less than 50% of marketing practices are linked to strategy. The paper also show that marketing practices of Chinese firms has not shifted from transactional to relational approaches. While firms also actively practice many kinds of relational marketing, contemporary marketing practices are dominated by the practice of transaction marketing, even for service firms. When practices are examined in terms of transaction marketing, relationship marketing and the hybrid approach （combination of two）, significant differences are not found between goods firms and service firms.