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1、我國(guó)未來(lái)市場(chǎng)營(yíng)銷研究的發(fā)展方向改革開放以來(lái),人們的消費(fèi)能力和消費(fèi)行為有了很大改變,企業(yè)的營(yíng)銷觀念和運(yùn)作策略也有了明顯提升,而我國(guó)的營(yíng)銷專業(yè)研究水平已與30年前不可同日而語(yǔ)。為了準(zhǔn)確把握我國(guó)市場(chǎng)營(yíng)銷研究的重心和脈絡(luò),筆者以中國(guó)學(xué)術(shù)文獻(xiàn)網(wǎng)絡(luò)出版總庫(kù)(中國(guó)知網(wǎng))為檢索數(shù)據(jù)庫(kù),專門針對(duì)改革開放以來(lái)發(fā)表在專業(yè)期刊上的以“營(yíng)銷”為題名關(guān)鍵詞(以下簡(jiǎn)稱“營(yíng)銷”題名)的文獻(xiàn)進(jìn)行了統(tǒng)計(jì)分析,試圖從專業(yè)文獻(xiàn)的數(shù)量和主題構(gòu)成的變化中總結(jié)出我國(guó)市場(chǎng)營(yíng)銷研究的發(fā)展特點(diǎn)和規(guī)律,并在相關(guān)影響因素分析的基礎(chǔ)上,對(duì)我國(guó)未來(lái)市場(chǎng)營(yíng)銷研究的發(fā)展方向和趨勢(shì)做出合理預(yù)測(cè)。;我國(guó)市
2、場(chǎng)營(yíng)銷理論研究的發(fā)展脈絡(luò);筆者遵循我國(guó)營(yíng)銷文獻(xiàn)發(fā)表的時(shí)間規(guī)律,將1978年至2008年30年間的理論研究劃分為三個(gè)階段:第一階段:1978-1989年,為理論學(xué)習(xí)期;第二階段:1990-1999年,為理論研究期;第三階段:2000-2008年,為理論應(yīng)用期。筆者將通過(guò)對(duì)這三個(gè)階段文獻(xiàn)數(shù)量與主題構(gòu)成的對(duì)比分析,揭示出我國(guó)市場(chǎng)營(yíng)銷研究的主要發(fā)展軌跡。;(一)1979-1989年理論學(xué)習(xí)期;organizationsystemandworkingmode,theselectionofanumberofmunicipalstrengthening
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