美国制度学派对流通与营销理论的影响

Influence of the American Institution School on Distribution and Marketing Theory

美国制度学派尽管属于非正统经济学,但对西方营销学的产生和发展发挥了至关重要的作用。美国制度学派的发展可以划分为两个阶段,即美国学派和老制度学派,前者在流通与营销的课程开设、分析方法及其初步的理论构建等方面发挥了积极作用,后者对流通与营销理论体系的综合具有决定性的影响。代表营销理论体系构建的巅峰之作明显体现了制度主义思想的充分运用和发挥。可以说,美国早期流通与营销理论扎根于美国制度学派,尤其是老制度经济学。这一研究发现为学界更全面的认识流通与营销理论提供了新视野,对我国营销学的发展具有现实意义。

The American institution school has a significant influence on western marketing science, though it is under the un- orthodox economics. The American institution school experienced two developing stages that can be called the American school and the old institutionalism, respectively. The American school had active influence on curriculum design, analysis method and prelimi- nary theory foundation of distribution or marketing. The old institutionalism played an important role in the integration of circulation and marketing theory system. The most outstanding academic work on marketing theory had fully assimilated the ideology of America institution school. From this point of view, early American marketing science deeply rooted in institutionalist thoughts. The findings in this article expose marketing research to a new perspective, which has practical meanings to marketing science in China.