营销学研究方法（实验法）
第一次课程作业
Marketing
Presented by
曹小将
廖晓霞
谢小辉
Marketing
Journal of Marketing
Impact Factor
5472
Journal of Consumer Research
Impact Factor
3101
Journal of International Marketing
Impact Factor
2900
Journal of Marketing Research
Impact Factor
2517
The top three journal
Journal of Marketing
Journal of Consumer Research
Journal of Marketing Research
营销领域
影响最大的三人
Marketing
营销观念的演变过程
演变的根本原因
市场买方市场和卖方市场的变化而变化。市场供与求之间的平衡关系。
生产观念
产品观念
推销观念
市场营销观念
市场营销
理论的发展
萌芽发展时期
阿克·肖
（Arch Shaw）
市场营销管理导向与发展时期
菲利普·科特勒
（Philip Kotler）
市场营销战略品牌建设发展
凯文·莱恩·凯勒
（Kevin Lane Keller）
萌芽发展时期
阿克·肖
（Arch Shaw）
萌芽发展时期(1900～1955年)
萌芽时期的主要特点：对市场营销的研究刚开始，处于快速开辟阶段。
贡献：阿克·肖（Arch Shaw）开辟了学术上对市场营销的研究，最为闪耀的光芒在于将市场营销职能进行归结并在大学课程中开设了市场营销学类的教学课程。
“Arch W. Shaw” MT Copeland Journal of Marketing, 1958 – JSTOR
Mr. Shaw's article and book mark the beginning of the systematic literature in this field. His article provided the first broad discussion of the functions of marketing.
市场营销管理导向与发展时期 (1956～1980年)
该时期特点：市场营销学术以及市场上的研究都较为成熟，出现了很多不同研究派别。
菲利普·科特勒是现代营销集大成者，被誉为“现代营销学之父”。
代表作品：《营销管理》 2003 - 清华大学出版社，被引用次数：2187。被奉为营销学的圣经，它改变了主要以推销、广告和市场研究为主的营销概念，扩充了营销的内涵，将营销上升为科学，将4PS的应用进一步推广和深化。
提出“优秀的企业满足需求；杰出的企业创造市场”的观点。
致力于研究互联网对市场营销概念的影响。
重视对中国市场营销的研究
市场营销管理导向与发展时期
菲利普·科特勒
（Philip Kotler）
市场营销战略品牌建设发展 (1981～)
该时期主要特征：市场营销研究开始细分化，更多的研究开始上升到战略品牌管理层面上。
凯文·莱恩·凯勒是人们公认的对营销沟通与战略品牌管理进行综合研究的国际先趋者之一。
凯勒教授是品牌管理的国际先驱，他的《战略品牌管理》行销全球。
Strategic brand management， KL Keller，被引用次数：4737
Keller, Kevin Lane. “Conceptualizing, measuring, and managing customer-based brand equity.” The Journal of Marketing (1993): 1-22.被引用次数： 5781
市场营销战略品牌建设发展
凯文·莱恩·凯勒
（Kevin Lane Keller）
引用最多的十篇文献
Marketing
1
14,990
2
8,137
3
5,593
4
3,753
5
3,538
6
3,250
7
3,234
8
3,174
9
2,904
10
2,846
营销学学科趋势
信息来源
Marketing Science Institute: 2012-2014 research priorities
Marketing
消费者行为研究
Insight into people in their
roles as consumers.
1. 新方法：眼动实验。
2. 新数据来源：与大数据相结合。
3. 新理论：与心理学、社会学、人类学的交叉。
1
购买前后的行为
Rethinking the journey to purchase and beyond, whether conceptualized as a funnel or a more iterative process.
1. 购买到底从什么时候开始？网络搜索，还是到商店的路上？
2. 购买过程中，品牌在哪个阶段发挥最大的作用？
2
体验设计
Designing experiences, not products. What accounts for experiences that are remembered, interesting, repeated, and valued?
1. 设计可以提升品牌价值的体验。2. 哪些体验值得投资？
3
移动设备的影响
Mobile platforms and their impact on how people live their lives and the operation of markets
1. 如何借助于移动设备进行营销研究？
2. 在移动设备上，哪一个方面占主导作用：内容提供商，广告商，还是系统本身？
4
SNS上的行为研究
Trust between people and their institutions and in social networks.
1. 谁是人们最信任的咨询对象？
2. 人们如何评价企业行为的？
3. 企业如何在社交网络上建立信任？
5
大数据
如何利用大数据为研究服务？
6
BIG DATA
营销部门的变化
Marketing organizations and capabilities.
1. 现在的营销组织与过去相比发生着怎样的变化？
2. 营销组织需要怎样的人员？
7
小组成员选题
Marketing
选题·题目
Marketing
消费涉入度水平对不同类型官方微博关注点的影响。
消费者涉入度
图文微博的偏好
不同类型的产品
科技型VS.日用型
相关文献
[1]Shi, M., Brand Management via China’s Sina Weibo. 2012, American University.
[2] Bughin, J., Chui, M. and Miller, A. HowCompanies are Benefiting from Web :McKinsey Global Survey Results, McKinsey& Co., 2009.
[3]Deans, . and . Miles. A framework for understanding social media trends in China. in Proceedings of the 11 th International DSI and APDSI Joint Meeting. 2011.
[4] Bughin, J. and Manyika, J. HowBusinesses are Using Web : A McKinseyGlobal Survey, McKinsey & Co., 2007.
[5] China Internet Network Information Center(CNNIC), 26th Statistical Survey Report onInternet Development in China, June 2010.
[6] Krugman，Herbert E． The Measurement of Advertising Involvement．
Public Opinion Quarterly，1966 － 1967
[7] Culnan, M., McHugh, P. and Zubillaga, Large . Companies Can Use Twitterand Other Social Media to Gain BusinessValue. MIS Quarterly Executive, 2010, 9(4),
243-257.
[8] Cusumano, M. Platform Wars Come to Social Media, Communications of the ACM, 2011, 54 (4), 31-33.
[8] Zaichkowsky， J． L， Conceptualizing Involvement ［J］．Journal of Advertising，1986，15: 4 － 14
[9] Di Gangi, P., Wasko, M. and Hooker, R. Getting Customers’ Ideas to Work for You: Learning from Dell how to Succeed with Online User Innovation Communities, MIS Quarterly Executive, 2010, 9(4), 213-228.
[10] Gallaugher, J. and Ransbotham, S. Social Media and Customer Dialog Management at Starbucks, MIS Quarterly Executive, 2010, 9(4), 197-212.
文献搜索
Paper Searching
找到一篇好的文章时，我们可以怎么办？
搜索该作者的文献。
看看哪些文章引用了该文献。
从文章后的参考文献列表中寻找所需内容。
你不可不知道的几个搜索技巧
Web Searching
Google·普通搜索
Google·高级搜索
微博搜索·普通搜索
微博搜索·高级搜索
微博搜索·Kindle PaperWhite
人人搜索
图片搜索
如果我想找到与左图类似的图片，我该怎么办？
2
1
3
Bing—折中选择
The Role of Involvement in
Attention and Comprehension Processes
Marketing
Celsi, Richard L., and Jerry C. Olson.
Purpose
To test several hypotheses concerning the effects of intrinsic and situational sources of personal relevance on felt involvement and on the amount of attention and comprehension effort, the focus of attention and comprehension processes, and the extent of cognitive elaboration during comprehension.
Hypothesis
HI: As their felt involvement with product information increases, consumers spend more time attending to the information.
H2: As their felt involvement with product information increases, consumers produce a greater number of thoughts in response to the information.
H3: As their felt involvement with product information increases, consumers produce a greater proportion of product-related thoughts relative to their total number of thoughts.
Hypothesis
H4: As their felt involvement with product information increases, consumers produce a greater proportion of product-related inferences relative to the total number of thoughts.
H5: Domain-specific knowledge has a greater impacton comprehension than on attention processes. In particular, domain knowledge affects the focus of comprehension (proportion of product-related thoughts) and the outcomes of elaboration processes (proportion of product-related inferences).
Conclusion
Situational sources will influence the state of felt involvement, as will internal, enduring, intrinsic ones.
The results supported these predictions:
the amount and direction oftheir attention
the cognitive and physical effort they expend during comprehension,
the focus oftheir attention and comprehension processes, and
the depth and breadth of semantic elaboration during comprehension.
Further, the results suggest that the sources of felt involvement—ISPR and SSPR—and domain knowledge appear to have different roles and effects at different levels of attention and comprehension processing.
The Nature News: Monkeys stay away from meanies
SCIENCE
【Meanies】 小气鬼
Helen Shen 05 March 2013
Humans can build up an impression about somebody just based on what we see.
——Author James Anderson, a comparative psychologist at the University of Stirling, UK.
3
2
1
Monkeys ask person for help to open a jar containing a toy
The person can agree or deny the help
Both people offered a food pellet to the animal. The monkey was allowed to accept food from only one.
The Experiment’s Process
The Experiment’s Result
When help was given, the capuchins showed little preference（没有偏好差异） between the person requesting help and the one providing aid. But when help was denied（帮助推迟）, the seven monkeys tended to accept food less often from the unhelpful person than from the requester.
The Findings
Picking partners
They tended to avoid people who were available to help but did not do so.
The reason：“Explicit refusal to help is a signal that you’re dangerous, that you’re negative,” ——Kiley Hamlin
chimpanzees（黑猩猩） and in 3-month-old humans
The Suggestions
The capuchin study suggests that being able to identify undesirable social partners has ancient evolutionary roots.
Social inference may occur in animals that vary widely(广泛存在) in brain size and cognitive ability（认知能力）.
THANKS FOR YOUR
ATTENTION
曹小将
廖晓霞
谢小辉
Presented by
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