Journal of Marketing Science ›› 2021, Vol. 1 ›› Issue (1): 31-42.

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Marketing Science Discipline Retrospect, Prospect and Future Development


  1. Zhi-GuangRen,Department of Management Science, National Natural Science Foundation of China
  • Online:2021-07-16 Published:2021-10-29

Abstract: After a century of development, modern marketing science has increasingly played a great role in theoretical exploration and practical application. In the past 20 years, the National Natural Science Foundation of China (NSFC) has continued to fund marketing research, and the number of funded projects and funding intensity have been increasing. From 5 projects totaling 556,000 yuan in 2000 to 69 projects totaling 25.86 million yuan in 2020. NSFC has strongly promoted the basic research of marketing science in China.Future marketing science research should strive to build a "4422" system: adhere to four oriented strategies, promote four integrated strategies, adopt two new tools (new methods and new theories), and solve two types of problems (marketing technology and human welfare), so as to achieve the deep integration of marketing technology and human welfare for the benefit of society.Finally, this paper presents thoughts on future key program of NSFC marketing science from two aspects, including marketing technology and human well-being.

Key words: Marketing Science, Four-Oriented Strategies, Marketing Technology (MarkeTech), Human well-being, vFunding