中国人自我行动的逻辑在市场实践中的内在矛盾——以华人移民企业家为例

The Intrinsic Contradiction of the Logic of Chinese People's Self-Action in the Process of Marketing Practice——A case study of Chinese immigrant entrepreneurs

中国人自我行动的逻辑能否顺利解释中国人的市场实践?答案或许是否定的。以经验资料分析为基础,通过对中国人市场实践行动的检验,旨在说明中国人自我行动的逻辑在市场实践的行动进程中发生了断裂。这种社会建构存在着主体性和结构性的内在矛盾,必须进行修正,在其加入情境因素后才有可能成为解释中国人市场实践的一般范式。

The answer to whether the logic of Chinese people＇s self-action can interpret their successful marketing practice is negative.On the basis of the empiric data review,the paper analyzes the marketing practice of Chinese people to illustrate the fragmentation of the logic of Chinese people＇s selfaction in the process of marketing practice.Between the subjectivity and the institutional structure in such social construction exists an intrinsic contradiction to be revised.A paradigm with situational factors may find its way to explain generally the marketing practice of Chinese people.