中国市场营销学研究回顾与理论发展(2005-2020)——基于期刊论文的定量分析和国际对比
Review and Theoretical Development of Marketing Research in China(2005-2020)—Quantitative Analysis and International Comparison Based on Marketing Articles
王锐 1符国群 1高曦含 1孙亚程2
作者信息
- 1. 北京大学光华管理学院
- 2. 清华大学经济与管理学院
- 折叠
摘要
近年来我国提出建设全国统一大市场以及构建国内国际双循环的新发展格局.在此背景下,中国市场营销学研究的重要性得到进一步凸显.因此,梳理和回顾中国市场营销学学界的学术成果和知识图谱,对于推动市场营销学学科的建设与发展,更好地用学科知识助力中国本土营销实践具有重要意义.本文通过对2005-2020年国内权威管理学期刊中有关市场营销学的文章进行文献综述和定量分析,着力刻画中国市场营销研究的研究领域、研究主题、研究方法和数据源等多维度的演化趋势,并且通过与国际市场营销学研究发展的对比分析,说明了中国市场营销学研究的独特之处.
Abstract
In recent years,China has proposed the construction of a unified national market and the establishment of a new development pattern focused on both domestic and international markets.In this context,the importance of marketing research has become increasingly prominent.Hence,conducting a comprehensive review of academic accomplishments and knowledge landscapes within the realm of marketing in China holds immense significance.It serves as a catalyst for advancing the estab-lishment and growth of marketing disciplines,while also enabling a more effective utilization of academic insights to bolster lo-cal marketing practices in China.This paper conducts a literature review and quantitative analysis of marketing articles pub-lished in China's premier management journals from 2005 to 2020,focusing on depicting the multidimensional evolutionary trends of research areas,topics,methodologies,and data sources in the field of Chinese marketing.Through a comparative a-nalysis with the development of international marketing research,it illustrates the distinctive features of marketing research in China.
关键词
中国市场营销学研究/文献综述/研究主题/研究方法Key words
Chinese marketing research in china/literature review/research topic/research method引用本文复制引用
基金项目
国家自然科学基金(72072004)
国家自然科学基金(72225003)
清华大学经济管理学院"影响力"提升计划(2022051003)
出版年
2024
NETL
NSTL
万方数据