实证与案例研究方法在中国营销学中的应用

Application of empirical and case study research method in the study of China's marketing

在回顾中外营销学研究方法发展历程、比较实证研究与案例研究方法的区别后,明确了实证研究与案例研究方法在营销学中的应用范围,指出中国营销学片面强调实证研究的弊端。实证研究方法适合解决"以消费者为研究对象"的营销学问题,具有理论精确度较高的优点,而案例研究方法适合解决"以企业为研究对象"的特殊性、系统性营销学问题,具有理论时效性、鲜活性较高的优点。案例研究是实证研究的先导,实证研究是对案例研究的验证和补充,中国营销学研究需要改变片面强调实证研究的现状,引入案例研究方法增强学术研究的时效性和实践导向。

This paper reviews the development of marketing research methods,compares the differences between empirical research method and case study research method,and clarifies empirical research and case study method in the range of applications in marketing.Then we point out that the shortcomings of China marketing＇s sided emphasis on empirical research.Empirical research method suits to address consumer behavior＇s issues that focus on consumer with universality.Case study method suits to address strategic marketing＇s issues that focus on enterprise with special nature and system.Case study method is the precursor of empirical research,and empirical research method is to verify and supplement the case studies.