市场营销视角社会公共问题研究的逻辑、范畴与方法——以JPP&M期刊文献为例

Logic,Category and Approaches of Research on Social Public Issues from a Perspective of Marketing:Taking Literature Publicized by JPP&M as an Example

传统公共管理学科在解决社会公共利益问题方面的局限性越来越明显。市场营销研究经历了从关注产品、关注顾客价值到关注社会公共价值的演进过程,而公共管理也经历了从公共政策实施到社会公共利益挖掘的演进过程,这些演变使得运用市场营销理论研究社会公共问题成为可能。本文以该领域的代表性期刊JPP&M上的文献为对象,分析了市场营销学界研究社会公共问题的范畴与方法,并为中国开展相关学术研究提供了一些建议。

The solution to social public interests in traditional public management discipline has more and more obvious limitations. Marketing research experiences the evolution process from focus on products and customer value to focus on social public values, and public management also undergoes the evolution process from the implementation of public policy to the exploitation of social public interests, leading to the possibility of the study of social public issues by marketing theory.Based on the literature publicized by JPP＆M as a representative journal in this field, this paper analyzes the cat- egory and approaches of studies of social public issues in marketing academia, and provides some sug- gestions about relevant academic research in China.