谈谈中国特色营销学理论的本质:人民性

Chinese Marketing Theory with the Affinity to the People

“损有余以补不足”为天道秩序最主要特征,其在政治和社会治理中的体现为民本思想。民本思想贯穿整个华夏文明,也正因为此华夏文明得以延续至今。时至今日,我国作为社会主义国家,在共同富裕的发展目标下,注重社会发展成果惠及全体人民,时代的进步要求构建符合中国国情、体现中国特色的营销学理论。论文立足于中国传统文化,阐述人民性乃文明生生不息的根源,因为在天道秩序的规制下,实现“损有余以补不足”的社会均衡能够保障人类社会稳定运行、生生不息,因此体现人民性的社会科学理论也将永葆生命力。在此基础上,从华夏“任用坚牢”的商品观、“智勇仁强”的商人观、“农末俱利”的价格观和“追求和谐”的市场观等方面构建中国营销学理论体系。

The most important feature of the order of Tao is“more than enough is lost,and more than enough is made up”.Its embodiment in political and social governance is the people-oriented thought,which runs through the whole Chinese civilization.It is precisely because of this that the Chinese civilization has continued to this day.Today,as a socialist country,under the development goal of common prosperity,China pays attention to the benefits of social development achievements to all the people.The progress of the times requires the construction of marketing theory in line with China’s national conditions and reflecting Chinese characteristics.Based on the perspective of Chinese traditional culture,this paper expounds that the people’s nature is the root of the endless growth of civilization,because under the regulation of the order of heaven,the realization of the social balance of“making up for the deficiency by making up for the loss”can ensure the stable operation and endless growth of human society.Therefore,the social science theory reflecting the people’s nature will always maintain its vitality.On this basis,from the commodity view of“firm appointment”in China,the merchant view of“wisdom,courage and benevolence”Build the theoretical system of Chinese marketing from the aspects of the price view of"all benefits at the end of agriculture"and the market view of“pursuing harmony”.