关键词: 营销学术, 营销范式, 好的营销理论

Abstract: Marketing scholars (including doctoral students in marketing) are busy with marketing learning, teaching and research. They may neglect the basic question of "what is good marketing theory research", which makes the subject appear to be eroded and marginalized. .Therefore, on the basis of answering what is the marketing management theory paradigm and what is the marketing management theory research, we explore what is the problem of good marketing management theory research. (1) The paradigm of marketing management theory is “marketing + management”, which can be simply summarized as the process of analysis, planning and implementation of the selection process of “target customers, marketing positioning, products, prices, distribution, and dissemination”. (2) The content of marketing theory research, including marketing management and research process (especially marketing strategy and strategy selection process and research process) involves propositions and paradigms, laws and methods, which are essentially related concepts and their relationship Research, as well as research on the research method itself. (3) Good marketing theory research has six characteristics, including theoretical, interesting, innovative, rigorous, applied and moral characteristics, which inspire the marketing scholars' academic behavior : Through the theoretical innovation and rigor, the ethical and ethical nature of the research process and issues, achieve good or positive application, contribute to new human knowledge and contribute to the good of society.

Key words: marketing academic, marketing paradigm, good marketing theory