从供需“匹配”视角重新诠释和理解市场营销——兼论市场营销知识体系的构建

营销科学学报 ›› 2021, Vol. 1 ›› Issue (1): 17-30.

从供需“匹配”视角重新诠释和理解市场营销——兼论市场营销知识体系的构建

符国群

符国群，北京大学光华管理学院教授，电子邮箱：fugq@gsm.pku.eu.cn。

出版日期:2021-07-16 发布日期:2021-10-29
基金资助:
本研究受国家自然科学基金重点项目资助（71632001）。

Re-interpreting and Understanding Marketing from Perspective of Demand-supply Matching: A exploratory framework to structure marketing knowledge system

Guoqun Fu

Guoqun Fu ,Guanghua School of Management, Peking University

Online:2021-07-16 Published:2021-10-29

摘要/Abstract

摘要： 在主流营销知识体系里，市场营销被界定为创造顾客价值和建立有利可图的顾客关系。本文认为，如此理解市场营销表面上好像抬高了营销的地位，实际上会削弱营销的专业性。营销作为一种组织职能与企业其他职能一道，共同服务于顾客价值创造，其独特之处在于它主要通过履行连接、匹配和交易功能来创造价值。在连接、匹配、交易三项营销功能中，最能反映市场营销本质的是匹配功能。本文基于供需匹配视角，对市场营销做了重新界定，并提出了一个将结构、功能和过程融为一体的市场营销分析框架。

关键词: 供需匹配, 营销功能, 营销定义, 营销过程, 营销知识体系

Abstract: In main stream literature, marketing is defined as to create superior customer value and to build profitable customer relationships. It seems that such a way of defining marketing can help enhance marketers’ status in the company. Contrary to expectation, it actually obscures functions of firm-level system and those of marketing system. Marketing as a sub-system of company, it creates value for customers by performing functions of connecting, matching and transacting. Among the three marketing functions, matching supply with demand is considered as the most important one. In this paper, we not only offer a new definition of marketing with matching as a core element, but also propose an integrated marketing framework which attempts to extend the extant dominant marketing paradigms.

Key words: Demand and Supply Matching, Marketing Functions, Definition of Marketing, Marketing Process, Marketing Knowledge Systems

符国群. 从供需“匹配”视角重新诠释和理解市场营销——兼论市场营销知识体系的构建[J]. 营销科学学报, 2021, 1(1): 17-30.

Guoqun Fu. Re-interpreting and Understanding Marketing from Perspective of Demand-supply Matching: A exploratory framework to structure marketing knowledge system[J]. Journal of Marketing Science, 2021, 1(1): 17-30.