中国大陆营销研究现状及发展趋势——基于JMS中国营销科学学术会议论文集的内容分析

The Marketing Research Status and Trend in Chinese Mainland： The Content Analysis based on the Paper of JMS Annual Conference of China

近年来随着中国大陆营销学者队伍的不断成长，中国营销学术水平也取得了长足进步，JMS（营销科学学报）的成立更推动了这一趋势的发展。然而到目前为止，虽然有一些学者从不同方面对中国大陆市场营销学术的发展进行了探讨和评介，但对中国大陆学者关心的研究主题及对未来研究趋势进行展望的统计分析却很少。本文就JMS（营销科学学报）成立以来编委会举办的三次年会（2005--2007年）论文所做的内容分析，着力分析近三年来中国大陆市场营销领域学者的研究主题、研究范围以及研究方法出现了怎样的变化；各高校对营销领域所做出的贡献。通过系统分析，对产生变化的原因进行了深入的探究，并对中国大陆营销研究现状作了总体的客观评价，总结了近年来中国大陆营销研究发展变化的趋势，同时对未来中国大陆营销研究的发展方向提出了预测。

Since the establishment of JMS（Journal of Marketing Science） , it has held three times Annual Conference successfully. This paper analysed all of conference papers by Content analysis during the Year of 2005-2007. The main contents of this paper are as following： What appears there the changes about statistical analysis on the research subject,research scope and study method concerned by Chinese mainland marketing scholars in recent three years; what did contribution to the JMS by Chinese colleges make？ We completely evaluated the marketing research status of Chinese mainland by reviewed all of conference papers from 2005-2007 systematically. Furthermore, we summarized marketing research trend of Chinese mainland recently,and forecast future research direction.