市场网络化、外部性与传统关系营销理论的扩展

An Extension of the Marking Theory about the Relationship between Market Network, Exterior and Tradition

在当前各社会科学中,网络分析作为一种新的研究视角和方法,已经极大地改变着理论研究的发展边界,激发出许多新兴课题和研究热点。通过对演化经济学、制度社会学、组织生态学以及相关营销学文献梳理,将网络分析的视角引入营销理论的批判和重新构建,将市场视为由彼此关联的购买者组成的网络结构,可以极大地拓展传统关系营销理论。市场网络化的概念突出强调了购买者决策所具有的外部性效应与合法性效应,即彼此关联的购买者的态度、意向和行为会影响网络中其他购买者的反应。

As a new perspective and approach in various social sciences nowadays, network analysis has changed the theoretical boundary very much, with a lot of new research issues and hot emerging. For chasing the research trend, the paper introduces network approach into the criticism so as to rebuild the marketing theory, through reviewing systematical literatures on the evolutionary economics, institutional sociology, organizational ecology and marketing research. It is found that, if considering the market as a structural network which consists of connected purchasers, our cognition and views derived from traditional paradigm of marketing mix management (MMM) and relationship marketing ((RM) will change as long as the shift of paradigm-self occur. That will happen because the concept of networked-market emphasizes distinctly on the effect of externalities, which includes attitude, intention, and behavior of one purchaser, and will influence what connected others in the same networked-market.