营销科学学报

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谁把营销学带进了中国——营销学在中国早期传播的史实考证

李飞,贾思雪,米卜   

  1. 李飞,清华大学经济管理学院市场营销系教授、博导,E-mail:lifei@sem.tsinghua.edu.cn。
    贾思雪,清华大学经济管理学院市场营销系博士研究生,E-mail:jiasx.10@sem.tsinghua.edu.cn。
    米卜,清华大学经济管理学院市场营销系博士研究生,E-mail:mibu1987@gmail.com。
  • 出版日期:2012-12-01 发布日期:2013-03-20

Who Brought Marketing into China?--Textual Research of History on the Early Dissemination of Marketing in China

Li Fei, Jia Sixue, Mi Bu   

  1. Li Fei, School of Economics and Management, Tsinghua University;
    Jia Sixue, School of Economics and Management, Tsinghua University;
    Mi Bu, School of Economics and Management, Tsinghua University.
  • Online:2012-12-01 Published:2013-03-20

摘要:

营销学在中国早期传播的历史,有诸多的误传。作者在史实考证的基础上,对几个问题进行了探讨,得出了有意义的结论:(1)中国第一本营销学著作是丁馨伯1933编写、1934年出版发行的《市场学原理》;(2)最先将Marketing翻译为中文“营销”一词的是台湾学者,最早将其作为学科名称的也是台湾学者。在内地,“市场营销学”取代“市场学”始于1987年,1991年之后逐渐占主流地位;(3)早在1981年就有中国内地学者翻译了科特勒《营销管理》的有关章节,但是在中国的广泛影响始于1990和1991年《营销管理》第5版和第6版的中文版公开出版发行之后。

Abstract:

There is misinformation on the history of the early dissemination of marketing in China. Based on textual research of historical materials, several questions are discussed and useful conclusions are drawn. (1) “Principles of Marketing”, written by Ding Xinbo in 1933 and published in 1934, was the first Chinese monograph on marketing. (2) Taiwan scholars were the first to translate “marketing” into Chinese and use it as a discipline name. The translation was then modified by Chinese mainland scholars in 1987 and the new name had gradually become the mainstream since 1991. (3) Chinese translation of some chapters of Kotler’s “Marketing Management” by mainland scholars dates back to 1981, but the book didn’t become influential in China until the publication of the 5th and 6th Chinese edition of “Marketing Management” in 1990 and 1991.