The Study On Subject, Method And Scholars Of Western Marketing Research

This study presents a literature review of, and content analysis on 247 papers published in the Journal of Marketing during the year of 2005-2009. Based on the frequency analysis, time series analysis and correspondence analysis, we identity the status and trends on Western marketing research subjects and methods, and present the cooperation and regional characteristics of the researchers.The subjects that Western marketing research focuses on are consumer behavior, products, brands, marketing general management, industrial marketing, advertising and promotion, services marketing, and network marketing. In which, research on the subject of general management, products, brands, industrial marketing, network marketing has the trends of rise, and adverse on the subject of prices and marketing channels. The subjects of consumer behavior and services marketing catch the ongoing research enthusiasm because of its importance.In the ten themes that marketing scholars studied more, consumer behavior research has focused on the impact of the role of customer satisfaction, and consumer purchasing behavior and decision-making influence factors;product research is focused on the theme of product development and innovation; brand theme of research has focused on brand extension,brand equity, brand value and private brand, etc.;marketing general management topics mainly related to marketing forecasting, decision-making and implementation; industry marketing research focuses on the point of B to B marketing, such as relationships between enterprises, and innovation of the extension of the marketing research to life sciences;The theme of advertising and promotion research priorities focused on the determinants of advertising effectiveness, advertising effectiveness and advertising of non-profit organizations;services marketing research focuses on the theme of quality of service, service failure and remedy, etc.;studies of marketing channels focused on the design and optimization of channels, motivation and communication to multiple channels purchase, etc.;and relationship marketing performance and influencing factors, customer relationship management, were the focal point of relationship marketing research;Internet marketing research focuses on the role of communication in the network and influencing factors on its performance, and the profit model of the network.As research methods of marketing, quantitative research keeps dominated, and the experimental method has been more widely used, but qualitative research and mixed research is seldom used. And such as the theme of consumer behaviors, prices, advertising and promotional applications experimental research more; the research on brand, product and personal selling uses quantitative analysis more, and industrial marketing, general management prone on using mixed research more, the subject of theory and philosophy of science uses qualitative research more.As the distribution of Marketing Research Agencies, they are mainly concentrated in five regions:the United States and Canada formed the North American region;the European region including of Britain, France, Germany and other European countries;Turkey, Israel and other Middle East nations in the Middle East region; China, South Korea, Singapore formed the Asian region; and Australia area composed of Australia and New Zealand.As analysis on Marketing scholars, diversified forms of cooperation between the mainly internal cooperation, cooperation of schools, schools and business cooperation, transnational cooperation, which is very worthy of academic study in China. At the same time, this also needs lots of our education department, issued and conducted effective policy to help cooperation between scholars in different schools or regions.