市场营销研究中常用的66个理论

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市场营销研究中常用的66个理论

市场营销研究中常用的66个理论

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梳理营销研究重要的66个理论，你研究路上不可或缺的工具书！
《市场营销研究中常用的66个理论》以市场营销领域公认的六大国际权威期刊2010—2020年发表的学术论文为样本，依据在六大期刊出现的频率，同时结合近年来的营销研究趋势，选取了66个重要理论，邀请国内各大知名高校的营销系教师共同编写，介绍每个理论的核心内容与在市场营销研究中的运用、研究方法、实践启示以及对该理论的评价。本书可使对市场营销感兴趣的本科生、硕士生、博士生、其他科研人员、从事营销管理的实践者对市场营销的重要理论形成系统的认识和理解。

 
内容简介

国内数十位学者，根据过去十余年市场营销国际顶级期刊发表的论文，总结了最常用的经典理论以及在市场营销领域的各种应用，形成了这本重要理论工具书。
《市场营销研究中常用的66个理论》选取了66个重要理论，介绍每个理论的核心内容与在市场营销研究中的运用、研究方法、实践启示以及对该理论的评价。本书可使对市场营销感兴趣的本科生、硕士生、博士生、其他科研人员、从事营销管理的实践者对市场营销的重要理论形成系统的认识和理解。

作者简介

杜建刚，南开大学商学院市场营销系教授、博士生导师。主要研究方向：人工智能营销、消费者行为、品牌管理等。目前担任全国品牌评价标准化技术委员会委员、中国品牌建设促进会标准化技术委员会委员、中国品牌建设促进会专家委员会委员、中国管理现代化研究会营销专业委员会常务理事、《营销科学学报》期刊编委、《心理科学进展》期刊编委等。主要成果发表在Journal of the Academy of Marketing Science、Journal of Service Research、Journal of Services Marketing，Psychology and Marketing、《管理世界》、《南开管理评论》等刊物中。

任星耀，南开大学商学院市场营销系教授、博士生导师。主要研究方向：数智营销、用户体验与客户关系管理、平台市场战略。主讲课程：数智营销、跨境电子商务、零售管理、网络营销等。在《管理世界》、MIS Quarterly、Journal of the Academy of Marketing Science等期刊发表论文多篇。担任《营销科学学报》编委、中国高等院校市场学研究会常务理事与博士生工作委员会副主任。

目　　录
66个理论的选取标准与整体特点分析…1
第一部分 信 息 加 工
01加工流畅性理论…7
02双加工理论…14
03信息可提取与可诊断模型…21
04同化对比理论…28
05情感信息理论…35
06评估趋势理论…42
07叙事传输理论…50
08适应水平理论…57
09禀赋效应理论…65
10锚定效应理论…72
11框架效应理论…79
12媒介丰富性理论…87
前　　言
随着数智时代的到来，丰富的数据为市场营销研究奠定了坚实的基础。如何将数据转化为好研究，理论与方法缺一不可，理论是“魂”，方法是术，“有魂无术”或“有术无魂”均不能称为真正的好研究。近年来，市场营销方法呈现多样化，除了“术”的与时俱进，我们认为，有力量的研究更需要扎根于丰厚的理论土壤，注重具有思想性和理论性的创新。
布雷（Bray）和韦格约（Wegner）曾把论文写作比喻为钢琴家的演奏，有力量的研究不是堆砌文字，而且将它们谱成音乐，向我们的思想和心灵诉说着人类经历的伟大。他们指出目前投稿的论文绝大多数都可视为具有合法性的音乐（legitimate music），较少见到引人入胜的音乐（compelling music）。科利（Corley）和乔娅（Gioia）也曾指出：“理论是学术界的流通货币，每一家顶级管理类期刊在考虑发表稿件之前都要求有其理论贡献。”真正有力量的研究一定要拥有强大的理论新意，并尝试在文章中探索自我的本质，解开真爱的奥秘，找到邪恶的种子，或者唤醒人性的光芒。
1987年我国正式设立市场营销学，经过30多年的发展，无论在学位制度的建设还是学科平台的完善上，我国市场营销学科都取得了巨大进展，相关研究范式也趋向成熟。随着市场营销学科体系的不断深化和创新，我国市场营销学的研究成果逐年攀升，学术会议交流增多，国际学术话语权和影响力已初步形成。

Shipping Overview: 

• Shipping: Standard Domestic Shipping within the United States charges USD 4.99. Standard International Shipping from United Kingdom, Germany and Japan to the United States charges 14.99. 

• Order Processing: Please allow 1-2 business days for order processing and preparation before shipment. 

• Domestic Shipping: Orders within the U.S. are shipped via USPS or FedEx, depending on the origin of the product. The average transit time is 3-7 business days. 

• International Shipping: Currently, we only ship within the USA. 

• Tracking Information: Every order is trackable. You will receive a tracking number once your order has been shipped. Products may be shipped from various global fulfillment centers.

Shipping Delays: 

Please note that shipping times may vary due to factors beyond our control, such as weather conditions, natural disasters, or peak holiday periods. While we strive to ensure timely delivery, the exact arrival time cannot be guaranteed and is managed by the shipping carrier.

Shipping Options:

  • Standard Delivery: Most orders are shipped within 3-7 business days. Larger items may utilize LTL shipping for safe handling.

  • Handling Time: We handle shipments on business days (Monday - Friday), with a preparation time of 1-2 days.

  • Additional Charges: Some items require additional shipping charges due to their size, weight, or special handling. These charges are specified on the product pages and are not eligible for shipping discounts.

  • Exclusions: Gift cards, packaging, taxes, and prior purchases do not count toward the minimum purchase requirement for free shipping. This offer is valid only for shipments to U.S. addresses, including Puerto Rico.

Delivery Details:

  • Estimates: Standard shipping within the US typically takes 3-7 business days. These are estimates and not guarantees.

  • Shipping Restrictions: We ship to all 50 states, Washington, DC, U.S. territories, and APO/FPO/DPO addresses. Shipping options vary based on the delivery address.

  • Remote Areas: Shipments to remote areas may incur additional charges or require pickup from a nearby shipping partner’s location.

Shipping Confirmation:

You will receive a shipping confirmation email with a tracking number as soon as your order is dispatched. If you do not receive this email immediately, please be assured that your items will arrive within the estimated delivery window provided at checkout.

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If you need to cancel or modify your order, please contact our customer support immediately.

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If your order shows as delivered but you have not received it, please contact the shipping carrier directly to resolve the issue. For persistent problems, contact our customer service at cs@everymarket.com.

Customer Support:

Our team is available 24/7 to assist you with any questions or concerns regarding your order. We are committed to ensuring a smooth shopping experience.

Return & Refund Policy Overview

Please review our return and refund policies below to ensure a smooth transaction process.

Return Policy

  • Duration: You have 30 days from receiving your item to initiate a return.

  • Condition: Items must be unworn, unwashed, with original tags and packaging intact.

  • Shipping Costs: Customers are responsible for return shipping costs.

  • Packaging: Ensure returned items are well-packaged to avoid damage during transit.

  • Tracking: Use a trackable and insured shipping method as we are not liable for items lost or damaged on return.

  • Initiating a Return: Contact us at cs@everymarket.com to start your return. We will provide a return shipping label and instructions upon approval. Returns without prior approval will not be accepted.

How to Return

  • Method: Returns must be sent back by mail to the address provided in the return instructions.

Return Label

  • Defective Products: Return labels are provided for defective items.

  • Non-Defective Returns: Customers are responsible for obtaining their return shipping label.

Product Conditions for Return

  • Eligible Products: Returns are only accepted for items in new condition.

Nonreturnable Items

Certain items are not eligible for return:

  • Electronic devices after 30 days (e.g., computers, laptops, Kindles)

  • Gift cards, prepaid game cards

  • Perishable goods, live insects, some jewelry, some health and personal care items

  • Customized or personalized products

  • Items with special shipping restrictions

Refund Policy

  • Window: Eligible products may be returned within 30 days of delivery for a refund.

  • Refund Method: Refunds are processed to the original payment method or as store credit for items purchased with gift cards.

  • Processing Time: Refunds are processed within 3-5 business days after we receive the return; please allow additional time for shipping and bank processing.

Claims

Inspect your order upon arrival and report any defects, damages, or incorrect items immediately to allow us to address the issue. For claims, contact our support team with details of the issue.

Exchange Policy

For the quickest service, return your original item and place a new order for the desired product once your return is accepted.

Return Address

EveryMarket Customer Service 2101 E Terra Ln, O'Fallon, MO 63366

Customer Support

Available 24/7 for any questions or assistance needed:

  • Phone: +1 636-312-5925

  • Email: cs@everymarket.com

 

产品特色

编辑推荐

梳理营销研究重要的66个理论，你研究路上不可或缺的工具书！
《市场营销研究中常用的66个理论》以市场营销领域公认的六大国际权威期刊2010—2020年发表的学术论文为样本，依据在六大期刊出现的频率，同时结合近年来的营销研究趋势，选取了66个重要理论，邀请国内各大知名高校的营销系教师共同编写，介绍每个理论的核心内容与在市场营销研究中的运用、研究方法、实践启示以及对该理论的评价。本书可使对市场营销感兴趣的本科生、硕士生、博士生、其他科研人员、从事营销管理的实践者对市场营销的重要理论形成系统的认识和理解。

 
内容简介

国内数十位学者，根据过去十余年市场营销国际顶级期刊发表的论文，总结了最常用的经典理论以及在市场营销领域的各种应用，形成了这本重要理论工具书。
《市场营销研究中常用的66个理论》选取了66个重要理论，介绍每个理论的核心内容与在市场营销研究中的运用、研究方法、实践启示以及对该理论的评价。本书可使对市场营销感兴趣的本科生、硕士生、博士生、其他科研人员、从事营销管理的实践者对市场营销的重要理论形成系统的认识和理解。

作者简介

杜建刚，南开大学商学院市场营销系教授、博士生导师。主要研究方向：人工智能营销、消费者行为、品牌管理等。目前担任全国品牌评价标准化技术委员会委员、中国品牌建设促进会标准化技术委员会委员、中国品牌建设促进会专家委员会委员、中国管理现代化研究会营销专业委员会常务理事、《营销科学学报》期刊编委、《心理科学进展》期刊编委等。主要成果发表在Journal of the Academy of Marketing Science、Journal of Service Research、Journal of Services Marketing，Psychology and Marketing、《管理世界》、《南开管理评论》等刊物中。

任星耀，南开大学商学院市场营销系教授、博士生导师。主要研究方向：数智营销、用户体验与客户关系管理、平台市场战略。主讲课程：数智营销、跨境电子商务、零售管理、网络营销等。在《管理世界》、MIS Quarterly、Journal of the Academy of Marketing Science等期刊发表论文多篇。担任《营销科学学报》编委、中国高等院校市场学研究会常务理事与博士生工作委员会副主任。

目　　录
66个理论的选取标准与整体特点分析…1
第一部分 信 息 加 工
01加工流畅性理论…7
02双加工理论…14
03信息可提取与可诊断模型…21
04同化对比理论…28
05情感信息理论…35
06评估趋势理论…42
07叙事传输理论…50
08适应水平理论…57
09禀赋效应理论…65
10锚定效应理论…72
11框架效应理论…79
12媒介丰富性理论…87
前　　言
随着数智时代的到来，丰富的数据为市场营销研究奠定了坚实的基础。如何将数据转化为好研究，理论与方法缺一不可，理论是“魂”，方法是术，“有魂无术”或“有术无魂”均不能称为真正的好研究。近年来，市场营销方法呈现多样化，除了“术”的与时俱进，我们认为，有力量的研究更需要扎根于丰厚的理论土壤，注重具有思想性和理论性的创新。
布雷（Bray）和韦格约（Wegner）曾把论文写作比喻为钢琴家的演奏，有力量的研究不是堆砌文字，而且将它们谱成音乐，向我们的思想和心灵诉说着人类经历的伟大。他们指出目前投稿的论文绝大多数都可视为具有合法性的音乐（legitimate music），较少见到引人入胜的音乐（compelling music）。科利（Corley）和乔娅（Gioia）也曾指出：“理论是学术界的流通货币，每一家顶级管理类期刊在考虑发表稿件之前都要求有其理论贡献。”真正有力量的研究一定要拥有强大的理论新意，并尝试在文章中探索自我的本质，解开真爱的奥秘，找到邪恶的种子，或者唤醒人性的光芒。
1987年我国正式设立市场营销学，经过30多年的发展，无论在学位制度的建设还是学科平台的完善上，我国市场营销学科都取得了巨大进展，相关研究范式也趋向成熟。随着市场营销学科体系的不断深化和创新，我国市场营销学的研究成果逐年攀升，学术会议交流增多，国际学术话语权和影响力已初步形成。

Shipping Overview: 

• Shipping: Standard Domestic Shipping within the United States charges USD 4.99. Standard International Shipping from United Kingdom, Germany and Japan to the United States charges 14.99. 

• Order Processing: Please allow 1-2 business days for order processing and preparation before shipment. 

• Domestic Shipping: Orders within the U.S. are shipped via USPS or FedEx, depending on the origin of the product. The average transit time is 3-7 business days. 

• International Shipping: Currently, we only ship within the USA. 

• Tracking Information: Every order is trackable. You will receive a tracking number once your order has been shipped. Products may be shipped from various global fulfillment centers.

Shipping Delays: 

Please note that shipping times may vary due to factors beyond our control, such as weather conditions, natural disasters, or peak holiday periods. While we strive to ensure timely delivery, the exact arrival time cannot be guaranteed and is managed by the shipping carrier.

Shipping Options:

  • Standard Delivery: Most orders are shipped within 3-7 business days. Larger items may utilize LTL shipping for safe handling.

  • Handling Time: We handle shipments on business days (Monday - Friday), with a preparation time of 1-2 days.

  • Additional Charges: Some items require additional shipping charges due to their size, weight, or special handling. These charges are specified on the product pages and are not eligible for shipping discounts.

  • Exclusions: Gift cards, packaging, taxes, and prior purchases do not count toward the minimum purchase requirement for free shipping. This offer is valid only for shipments to U.S. addresses, including Puerto Rico.

Delivery Details:

  • Estimates: Standard shipping within the US typically takes 3-7 business days. These are estimates and not guarantees.

  • Shipping Restrictions: We ship to all 50 states, Washington, DC, U.S. territories, and APO/FPO/DPO addresses. Shipping options vary based on the delivery address.

  • Remote Areas: Shipments to remote areas may incur additional charges or require pickup from a nearby shipping partner’s location.

Shipping Confirmation:

You will receive a shipping confirmation email with a tracking number as soon as your order is dispatched. If you do not receive this email immediately, please be assured that your items will arrive within the estimated delivery window provided at checkout.

Order Modifications:

If you need to cancel or modify your order, please contact our customer support immediately.

Issues with Delivery:

If your order shows as delivered but you have not received it, please contact the shipping carrier directly to resolve the issue. For persistent problems, contact our customer service at cs@everymarket.com.

Customer Support:

Our team is available 24/7 to assist you with any questions or concerns regarding your order. We are committed to ensuring a smooth shopping experience.

Return & Refund Policy Overview

Please review our return and refund policies below to ensure a smooth transaction process.

Return Policy

  • Duration: You have 30 days from receiving your item to initiate a return.

  • Condition: Items must be unworn, unwashed, with original tags and packaging intact.

  • Shipping Costs: Customers are responsible for return shipping costs.

  • Packaging: Ensure returned items are well-packaged to avoid damage during transit.

  • Tracking: Use a trackable and insured shipping method as we are not liable for items lost or damaged on return.

  • Initiating a Return: Contact us at cs@everymarket.com to start your return. We will provide a return shipping label and instructions upon approval. Returns without prior approval will not be accepted.

How to Return

  • Method: Returns must be sent back by mail to the address provided in the return instructions.

Return Label

  • Defective Products: Return labels are provided for defective items.

  • Non-Defective Returns: Customers are responsible for obtaining their return shipping label.

Product Conditions for Return

  • Eligible Products: Returns are only accepted for items in new condition.

Nonreturnable Items

Certain items are not eligible for return:

  • Electronic devices after 30 days (e.g., computers, laptops, Kindles)

  • Gift cards, prepaid game cards

  • Perishable goods, live insects, some jewelry, some health and personal care items

  • Customized or personalized products

  • Items with special shipping restrictions

Refund Policy

  • Window: Eligible products may be returned within 30 days of delivery for a refund.

  • Refund Method: Refunds are processed to the original payment method or as store credit for items purchased with gift cards.

  • Processing Time: Refunds are processed within 3-5 business days after we receive the return; please allow additional time for shipping and bank processing.

Claims

Inspect your order upon arrival and report any defects, damages, or incorrect items immediately to allow us to address the issue. For claims, contact our support team with details of the issue.

Exchange Policy

For the quickest service, return your original item and place a new order for the desired product once your return is accepted.

Return Address

EveryMarket Customer Service 2101 E Terra Ln, O'Fallon, MO 63366

Customer Support

Available 24/7 for any questions or assistance needed:

  • Phone: +1 636-312-5925

  • Email: cs@everymarket.com

 

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