| “情理营销”与“法理营销”:中国营销理论发展过程中若干问题思考 |
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| 引用本文： | 周南,曾宪聚.“情理营销”与“法理营销”:中国营销理论发展过程中若干问题思考[J].管理学报,2012(4):481-491. |
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| 作者姓名： | 周南 曾宪聚 |
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| 作者单位： | 香港城市大学市场营销学系;武汉大学经济与管理学院;深圳大学管理学院 |
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| 基金项目： | 国家自然基金资助重点项目(71032002);广东省自然科学基金资助项目(S2011040005458) |
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| 摘 要： | 从中美文化价值体系和行为规范的差异出发,沿着"坐‘井’观‘天’—‘水’中捞‘月’—探‘囊’取‘物’—‘管’中窥‘豹’"的思路,探讨情理营销与法理营销的理论概念。在此基础上,探讨该概念对跨文化背景下的营销研究所具有的借鉴意义,以及中国营销理论发展过程中的若干问题。
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| 关 键 词： | 文化比较 本土化 情理营销 法理营销 中国的营销理论 |
Qing-Li Marketing and Fa-Li Marketing:Issues in the Development of a Chinese Theory of Marketing |
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| ZHOU Nan,ZENG Xianju.Qing-Li Marketing and Fa-Li Marketing:Issues in the Development of a Chinese Theory of Marketing[J].Chinese JOurnal of Management,2012(4):481-491. |
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| Authors: | ZHOU Nan ZENG Xianju |
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| Institution: | 1,3(1.City University of Hong Kong,Kowloon,Hong Kong,China; 2.Wuhan University,Wuhan,China;3 Shenzhen University,Shenzhen,Guangdong,China) |
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| Abstract: | This paper analyze the difference between Chinese culture and American culture in terms of value system and common behavior,and suggests that Chinese marketing is based on Qing-Li(Feeling/Situation-Reason) and American marketing is based on Fa-Li(Lawfulness-Reason).We then discuss relevant issues in the development of a Chinese theory of marketing and their implications for cross cultural marketing. |
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| Keywords: | cultural comparison indigenization Qing-Li Marketing Fa-Li Marketing Chinese theory of marketing |
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