行銷理論之分類架構：內容分析法

A Framework to Classify Marketing Theory: Qualitative Content Analysis

周雅燕(Ya-Yen Chou) ； 楊文惠(Wen-Hui Yang) ； 胡哲生(Jer-San Hu)

《中華管理學報》 6卷2期 (2005/06) Pp. 31-47

https://doi.org/10.30053/CHJM.200506.0003

摘要

近十年來，隨著行銷主體、行銷者、顧客及行銷工具的改變，行銷概念、理論及技術亦隨之改變，因此出現許多新的、不同的行銷概念及理論，導致許多讀者無法對現今眾多的行銷概念及理論有一個系統性的了解。據此，本文提出一整合性的架構，將目前的行銷概念、理論做一完整地整理，以利讀者全面性地了解當今的行銷概念、理論。本文採用35項較普遍的行銷觀念，進行內容的分析及歸納，進而發展出一個觀念性架構，將行銷理論及概念做一完整且有系統的分類。本架構將行銷理論分成下列五大類：1.行銷者創造價值之作業系統。2.發掘市場需求。3.提升交易互動關係。4.提升交易系統效率。5.環境對行銷系統之衝擊等構面。利用本文所發展出的五個構面，可有效地將繁雜分歧的行銷理論訴求做有效的整合，亦可透過這五個構面來推演未來行銷理論之發展取向。

關鍵字

行銷觀念 ； 行銷理論 ； 行銷系統

並列摘要

In the recent decades, marketing concepts, theories and skills changed by different marketing objects, different marketers, customers and different market tools. Lot of marketing concept and theory are appeared. There are many kinds of marketing concept, but reader cannot understand clearly and quickly. This research in view of 35 marketing ideas carries on the content analysis and the induction. A framework is developed which can be used as a tool to understand marketing concepts and theories completely. This framework able to profile marketing concepts by five classifying dimensions which: 1. operation system of creating marketer's value. 2. exploit customer's demand. 3. interaction between seller-buyers. 4. increase marketing system efficiency. 5. environment impact on marketing system. Based on the five dimensions which created from this study can organize marketing theories. Moreover, the five dimensions can be developed for future directions.

並列關鍵字

Marketing Concept ； Marketing Theory ； Marketing System