Marketing: eight major marketing schools in China

Core tips: basic theory school; customer satisfaction school; brand marketing school; marketing ethics school; marketing practice school; marketing security school; precision marketing school; customer value school in the development of marketing, there have been several schools, early commodity school, functional school, institutional school, Harvard School, Wisconsin School, organizational dynamics school, etc., and recent ones Positioning school, social marketing school, green marketing school, integrated communication school and so on In China, the development of marketing has gone through 20 years, and a number of distinctive researches have emerged in the academic circle of China, Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Home of coatings news: basic theory school; customer satisfaction school; brand marketing school; marketing ethics school; marketing practice school; marketing safety school; precision marketing school; customer value school In the process of marketing development, there have been several schools, including commodity school, functional school, institutional school, Harvard School, Wisconsin School, organizational dynamics school and so on In the near future, there are positioning school, social marketing school, green marketing school, integrated communication school and so on In China, the development of marketing has gone through 20 years, and a number of distinctive researches have emerged in Chinese academic circles It is very important to introduce these characteristic researches for expanding the international influence of Chinese marketing and for the diversified growth of Chinese marketing We collect the research results of experts above the director of China Marketing Society, and the materials of marketing teachers with professional titles in more than 500 universities across the country We also conduct a comprehensive search in China Academic Journal Network, VIP Journal Network and National People's Congress copy information journal network through key words Scholars who have published more than 10 papers in a certain marketing research field It is found that there are eight most characteristic researches in the field of Chinese marketing, which can best represent the current situation of Chinese marketing research These eight characteristic researches belong to eight research teams, which we call the eight schools of Chinese marketing research This is to introduce later Many marketing theorists all over the country are doing the research on the basic theory of marketing, but the most outstanding is probably the research of Guo Guoqing team of Renmin University of China Guo Guoqing, Professor of Renmin University of China, doctoral supervisor, executive director of China Marketing Society, vice president of China University Marketing Society Over the years, he has been committed to the research of basic theoretical issues of marketing He has systematically studied the history of marketing thoughts, marketing schools, marketing principles, international marketing and other issues, and published a large number of research papers Marketing theory and model is a high-level theoretical monograph rarely seen in the marketing circle of China Marketing theory is a new marketing theoretical monograph rarely seen in the marketing circle The general theory of marketing is published Based on the marketing system of Kotler, it has made bold innovation and transcendence, and combined with the reality of China's market, it has explored the new local marketing Problem, is a rare good textbook Professor Guo's several monographs on the basic theory of marketing have produced good repercussions in the academic and teaching circles, and have become master's teaching materials and required reference books for doctoral students in many colleges and universities Professor Guo also presided over a variety of research topics from NSFC to NSFC, forming a distinctive research direction of marketing fundamentals Therefore, Professor Guo Guoqing, as a representative of the basic marketing theory school in China, should be recognized by the academic community It has been ten years since the research on customer satisfaction of customer satisfaction school appeared in China Although there have been many research results on customer satisfaction in the past ten years, most of them are isolated and sporadic articles The most systematic, characteristic and influential systematic research is the research of Zhao Ping team of Tsinghua University Zhao Ping, Professor, School of economics and management, Tsinghua University, doctoral supervisor, director of marketing department, director of China Enterprise Research Center and executive director of China Marketing Society Zhao Ping's team has made outstanding achievements in customer satisfaction research In recent years, a large number of high-quality papers have been published in important journals at home and abroad, including empirical research on the structural relevance of consumer democracy and domestic goods preference behavior, empirical research on customer satisfaction in the steel industry, empirical research on halo effect in China's consumer satisfaction measurement Satisfaction index research, Chinese consumer price tolerance research, Chinese durable consumer goods industry customer complaint behavior research, durable consumer goods industry customer satisfaction impact on customer loyalty research, brand loyalty and its evaluation research, research on several issues of building China's user satisfaction index system, user satisfaction index model research, etc., have been produced in the academic community It has a great influence and formed a unique theoretical system of Zhao Ping's team and formed its own research characteristics The achievement of "Research on customer satisfaction of Chinese enterprises" led by Professor Zhao Ping has established the first large-scale database of customer satisfaction survey in China, which has been widely recognized by academia and business circles, and has been widely used by academia and business circles Therefore, Professor Zhao Ping, as a representative of the local customer satisfaction group, is worthy of it The study of brand marketing school has a history of 20 years in China, and has formed some influential researches, such as Lu Taihong of Sun Yat sen University, Yu Mingyang of Shenzhen University and so on But the most systematic and influential research is the research of fan Xiucheng's team of Nankai University Fan Xiucheng, Professor, doctoral supervisor, International Business School of Nankai University, executive director of China Marketing Association, executive director of China University Marketing Research Association, deputy editor in chief of Nankai management review He presided over four NSFC topics on brand research, namely "Research on determinants, evaluation methods and management of customer relationship assets", "Research on service failure, customer complaint and service remedy", "Research on evaluation methods and management of customer-based brand equity" and "strategic brand management of China's banking industry" He also presided over "brand equity theory and China's enterprise name" Based on the research project, fan Xiucheng's team published a large number of brand research results in famous theoretical journals at home and abroad The determinants and evaluation methods of customer relationship assets, the analysis of brand association structure, and the evaluation methods of customer's brand equity, etc put forward by fan Xiucheng's team have a wide influence in the academic circle, forming The unique brand management theory of Nankai Therefore, Professor Fan Xiucheng, as a representative of local brand marketing, is beyond doubt In the research of marketing ethics in China, Professor Gan biqun of Wuhan University is definitely a pioneer Today, many achievements in the research of marketing ethics in China come from Professor Gan biqun of Wuhan University or her research team Gan biqun, professor and doctoral supervisor of Business School of Wuhan University, vice president of China University Marketing Society, executive director of China Marketing Society and President of Hubei marketing society Professor Gan is one of the earliest scholars in the field of marketing after China's reform and opening up He went to France as early as the early 1980s to systematically understand and study the theory and practice of foreign marketing After returning home, he took the lead in offering the course of enterprise marketing ethics for students majoring in economic management, and presided over the research on enterprise marketing ethics and social responsibility sponsored by the National Natural Science Foundation of China And the National Social Science Fund Project "Research on enterprise marketing ethics", which has launched a series of research results, such as the influencing factors of enterprise marketing ethics, decision-making factors of enterprise marketing ethics, enterprise morbid marketing motivation, enterprise marketing ethics evaluation method, enterprise marketing ethics evaluation index system, etc., has formed a marketing ethics theoretical system with Chinese local characteristics Professor Gan's unique research on marketing ethics makes her a representative of the local marketing ethics Marketing practice school is a highly practical subject It is an important subject to study the current situation and problems of enterprise marketing There are many achievements in the research of the current marketing situation of Chinese enterprises, but the most outstanding one is Professor Lu Taihong of Zhongshan University Lu Taihong, professor and doctoral supervisor of School of management, Zhongshan University, director of China Marketing Research Center, executive director of China Marketing Society, executive director of China University Marketing Society Professor Lu has successively presided over the research of brand equity theory and China's brand strategy, brand development in the Pearl River Delta and other issues related to China's marketing, published a large number of research articles on China's marketing, and successively published "marketing China for multinational companies", "marketing China 2001", "Marketing China 2002" in mainland China, Hong Kong, Taiwan and Japan "Marketing in China", "marketing sports", "marketing in China - 2001 marketing orchid book" and a series of Monographs on contemporary marketing problems in China have aroused great repercussions at home and abroad Professor Lu also set up China marketing research center and formed a stable research team In today's China's real marketing research, Professor Lu Taihong's team has come to the forefront Therefore, as a representative of local marketing practice, Professor Lu is indisputable Since the emergence of financial risks in Southeast Asia, the marketing security school has set off a wave of security research in the world Security has become an important research topic in the economic field In China's marketing field, the research on marketing safety mainly focused on risk research in the early stage, and formed several influential research groups However, the most systematic marketing safety research results in China are still from the research team led by Professor Li Wei of Sichuan University Li Wei, Professor, doctor and doctoral supervisor of Business School of Sichuan University, director of marketing Engineering Institute of Sichuan University, executive director of China Marketing Society and President of Sichuan Marketing Society He has successively presided over a number of research topics related to marketing safety, such as "Research on the theory and method of comprehensive evaluation of marketing safety of market entry" of NSFC, and "Research on the theory, method and early warning index system of enterprise marketing safety management" of Doctoral Program Fund of the Ministry of education of the people's Republic of China He has published dozens of research articles on marketing safety in important journals at home and abroad, and proposed marketing The theoretical system of safety management, especially