国内市场营销研究进展分析——基于人大复印资料《市场营销(理论版)》(2008-2013)的数据统计

Analysis of Advance in Domestic Marketing Research

近年来,消费者行为、品牌、营销一般管理、服务营销和产品成为营销学者最关注的五个领域,法律、政治和经济热点话题、关系营销受关注度有所下降,营销渠道、网络营销受关注度明显上升。营销论文主要刊发在管理学和经济学期刊,实证型论文最多,并呈增长趋势;描述型论文、定性经验型论文和规范型论文较少,并呈逐步减少趋势;概念型论文呈现先降后升的特点;文献型论文的数量相对稳定。论文资助基金主要来自国家自然科学基金、省级基金和教育部人文社会科学基金。获取数据的主要方法是调查研究法和实验法。参考理论主要涉及认知科学、社会和行为科学、经济学和管理学等。作者所属单位呈现集中化特点,合作论文多于独立作者论文,校外合作多于校内合作,国内营销问题和期刊开始吸引少数海外及港、澳、台学者的关注。

In recent years,such five research fields as consumer behavior,brand,general marketing management,servicemarketing and product have attracted the most attention from scholars of marketing;at the same time,they are paying lessattention to law,politics and economic hot issues,and relation marketing,and they are paying more attention to marketingchannel and network marketing. The marketing related articles have been published predominantly in the management journalsand economics journals. Among the different articles,empirical articles are in majority and the number of that is growing.However,the number of descriptive articles,qualitative experienced articles,and normative articles are reducing. For the conceptarticles,the number has descended first and then ascended. Regarding the documentary articles,they remained relatively constantin number. Most of the articles have attained funding assistance from the National Natural Science Foundation of Chinapredominate,the Ministry of Education of Humanities and Social Science project and provincial foundation. The most of themethods of data acquisition are investigation and experiment. Marketing research draws on and makes use of fundamental theoriesfrom cognitive science,social and behavioral science,economics and management science. The institutes the scholars belong toare becoming centralized,the articles have been much more put out by cooperation than only one author and the off- campuscooperation have overtaken the on-campus cooperation. In addition,the domestic issues about marketing and marketing journalsare attracting more attention from scholars from abroad,Hong Kong,Macao and Taiwan.