Journal of Marketing Science ›› 2024, Vol. 4 ›› Issue (2): 1-23.

    Next Articles

Review and Theoretical Development of Marketing Research in China(2005—2020) — Quantitative Analysis and International Comparison Based on Marketing Articles

Wang Rui,Fu Guoqun,Gao Xihan,Sun Yacheng   

  1. Wang Rui, Guanghua School of Management,Peking University; Fu Guoqun,Guanghua School of Management,Peking University; Gao Xihan,Guanghua School of Management,Peking University; Sun Yacheng,School of Economics and Management,Tsinghua University
  • Online:2024-04-16 Published:2024-05-30

Abstract: In recent years, China has proposed the construction of a unified national market and the establishment of a new development pattern focused on both domestic and international markets. In this context, the importance of marketing research has become increasingly prominent. Hence, conducting a comprehensive review of academic accomplishments and knowledge landscapes within the realm of marketing in China holds immense significance. It serves as a catalyst for advancing the establishment and growth of marketing disciplines, while also enabling a more effective utilization of academic insights to bolster local marketing practices in China. This paper conducts a literature review and quantitative analysis of marketing articles published in China's premier management journals from 2005 to 2020, focusing on depicting the multidimensional evolutionary trends of research areas, topics, methodologies, and data sources in the field of Chinese marketing. Through a comparative analysis with the development of international marketing research, it illustrates the distinctive features of marketing research in China.

Key words: Chinese marketing research in China, literature review, research topic, research method