营销学理论范式变迁的追溯与展望

近年来,随着营销学作为一门独立学科的迅速发展,营销学范式的研究逐渐脱离营销学本身成为独立的研究领域,但学术界对营销学范式的理论内涵和演进阶段尚未形成共识。营销学的理论范式主要研究营销学的“理论内核”问题。基于托马斯·S·库恩的科学范式理论,营销学理论范式体系应划分为古典营销范式、管理营销及关系营销范式以及正在形成的营销新范式三个阶段。

Retrospect and Prospect on Evolvement of Marketing Theory Paradigm

In recent years, with the rapid development of marketing as an independent subject, the marketing paradigm has gradually been an independent academic field apart from marketing itself. Still, no unanimous cognition has been achieved in the academic circle on the theoretical connotation and evolutional stages of marketing paradigm. The marketing theory paradigm mainly studies the "theoretical kernel" of marketing. Based on the scientific paradigm theory of Thomas S. Kuhn, the system of marketing theory paradigm should be classified into three stages: classical marketing paradigm, management marketing & relationship marketing paradigm and ongoing new marketing paradigm.