关键词: 营销理论, 案例研究, 中国营销故事

Abstract: Based on the perspective of Chinese marketing scholars, this paper answers three questions about how to tell a good China story through case study (1) What is a good China marketing story through case study? To put it simply, marketing scholars describe China's marketing phenomenon and explore the law of China's marketing development through the method of case study, so as to realize the mission or goal of solving China's marketing problems and contributing to the world's marketing new knowledge. (2) Why do case studies tell China's story well? There are four reasons for this: the subjects of case studies are good for telling true and complete management stories; Case studies, by their nature, are suitable for telling interesting and credible management stories; From the type of case study, it is suitable to tell a rich and different management story; (3) How to tell a good marketing story in China through case studies? The right decisions need to be made in the following four aspects: clarify whether the mission of research is to serve China or to influence the world; Determine the topic of research is to solve the problem of China or to pursue the frontier of international theory; Whether the research object selected is the sample within China or the global sample; These questions are of great significance for Chinese scholars to fulfill their mission of serving China and influencing the world.

Key words: marketing theory, Case study, China Marketing Story