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題名：國內行銷研究之發展與評估--以行銷思想學派為分類基礎
書刊名：商管科技季刊
作者：林勤豐 引用關係
作者(外文)：Lin, Chin-feng
出版日期：2002
卷期：3:2
頁次：頁135-160
主題關鍵詞：行銷學派；行銷思想；Marketing schools；Marketing thought
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:14
  • 點閱點閱:67
　　　　　本研究主要依據Sheth（1988）等學者的十二項行銷學派分類，採用內容分析法，探討國內行銷學術論文在各項行銷學派的發展情形。本研究依照管中閔與于若蓉（2000）的TSSCI分類方式。以四種TSSCI管理期刊的行銷論文為研究樣本。總計在1019篇管理類別文章中，分類出190篇行銷類別論文。針對這190篇行銷論文，以內容分析法，分析其在各項行銷學派的發表篇數。分析結果，各類學派至少都有一篇文章以上，其中系統學派只有一篇（刊登於管理學報），管理學派則高達92篇，其次為購買者行為學派56篇。如以廣泛性的行銷研究層面來考量，國內行銷理論研究應可多方面發展。近年來，由於一些新的管理期刊創刊，因此行銷論文的發表篇數也有增多趨勢。然而以學派類別分析，最近五年的行銷論文發展情形偏重在「管理行銷」與「行為行銷」，與國外的「適應行銷」的發展有相當大差異。本研究結果對於國家主管行銷研究發展部門（如國科會）與國內行銷研究學者的未來研究方向，具有指標性的參考作用。
　　　　　This article based on the Sheth's taxonomy of 12 marketing schools and content analysis is proposed to explore the development of marketing research in Taiwan. According to the TSSCI index, this study abtained 190 marketing papers fro four types of management journals in TSSCI categories, which included 1019 management papers. Content analysis was used to classify the 190 marketing papers into each marketing school. The results showed that each marketing school included at least one marketing paper, but only one marketing paper was classified into the "systems" school. The "managerial" school recorded in the first place that included 92 marketing papers; the second place is the "buyer behavior" school contained 56 marketing papers. Considering the perspective of the marketing research, various topics of marketing theories in Taiwan must be encouraged. Recently, new journals in management field have been issued, therefore the marketing papers published increased. Whereas the marketing papers in Taiwan still concerned on the topics of the "Managerial Marketing" and "Behavioral Marketing" in the last five years, a new research trend of marketing theory abroad is "Adaptive Marketing". Hence, the national research organization and marketing researchers can utilize the revelations of this study as a direction to decide their future researches.
期刊論文
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18.Smith, Wendell R.(1956)。Product differentiation and market segmentation as alternative marketing strategies。Journal of Marketing，21(1)，3-8。  new window
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21.Kassarjian, Harold H.(1977)。Content Analysis in Consumer Research。Journal of Consumer Research，4(1)，8-18。  new window
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圖書
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5.Sheth, J. N.、Gardner, D. N.、Garrett, D. E.(1988)。Marketing Theory: Evolution and Evaluation。New York：John Wiley & Son。  new window
6.Festinger, Leon(1957)。A Theory of Cognitive Dissonance。Stanford University Press。  new window
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9.Alderson, Wroe(1957)。Marketing Behavior and Executive Action: Functionalist Approach to Marketing Theory。Richard D. Irwin, Inc.。  new window
10.Rogers, Everett M.(1962)。Diffusion of innovations。The Free Press。  new window
11.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
其他
1.Bagozzi, Richard P.(1978)。Marketing as Exchange。  new window
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26.Mallen, Bruce(1968)。A Theory of Retailer-Supplier Conflict, Control, and Cooperation。  new window
27.Mason, Roger(1995)。Interpersonal Effects on Consumer Demand in Economic Theory and Marketing Thought 1890-1950。  new window
28.McInnes, William(1964)。A Conceptual Approach to Marketing。  new window
29.Mick, David Glen(1986)。Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance。  new window
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31.Ryan, Franklin W.(1935)。Functional Concept in Market Distribution。  new window
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33.Shaw, Arch W.(1912)。Some Problems in Marketing Distribution。  new window
34.Shawver, Donald L. ; William G. Nickels(1979)。A Rationalization for Macromarketing Concepts and Definitions。  new window
35.Sheth, Jagdish N.(1974)。A Field Study of Attitude Structure and the Attitude-Behavior Relationship。  new window
36.Sheth, Jagdish N.(1974)。A Theory of Family Buying Decisions。  new window
37.Sheth, Jadgish N. ; Sethi, S. Prakash(1977)。A Theory of Cross-Cultural Buyer Behavior。  new window
38.Sheth, Jagdish N. ; Gross, Barbara L.(1988)。Parallel Development of Marketing and Consumer Behavior: A Historical Perspective。  new window
39.Silk, Alvin J.(1993)。Marketing Science in a Changing Environment。  new window
40.Stern, Barbara B.(1990)。Literary Criticism and the History of Marketing Thought: A New Perspective on Reading Marketing Theory。  new window
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圖書論文
1.McGarry, E. D.(1950)。Some Functions of Marketing Reconsidered。Theory in Marketing。Homewood, Chicago：Richard D. Irwin。  new window
2.Weld, Louis Dwight Harvell(1916)。The Fundamentals of Marketing。The Marketing of Farm products。New York：Macmillan。  new window
 
 
 
 
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