CAJ | 학술논문

本文针对当前营销理论和实践存在的＂外形化＂问题,梳理了莱维特提出营销近视症后的营销理论发展进路,得出该近视症并没有得到根治而且有新变异的论断和具有主体中心论特征与弊端的现代营销近视症;认为要根治该近视症,首先应克服＂现代营销者研究现代营销＂以及由此产生的＂营销研究的近视症＂局限,以营销研究者的身份、在跨学科和方法论高度与层面去寻求突破性思路和方法。基于这种认识,本文萃取和应用＂后现代性＂、＂主体间性＂与＂网络嵌入性＂等多学科话语作为矫治这种营销近视症的创新方法,重构了具有＂消解对立、善待他者、与他者网络化互嵌共生＂意蕴的共主体营销新话语,并论述了践行这种营销新话语的方式、机理和愿景。
본문침대당전영소이론화실천존재적＂외형화＂문제,소리료래유특제출영소근시증후적영소이론발전진로,득출해근시증병몰유득도근치이차유신변이적론단화구유주체중심론특정여폐단적현대영소근시증;인위요근치해근시증,수선응극복＂현대영소자연구현대영소＂이급유차산생적＂영소연구적근시증＂국한,이영소연구자적신빈、재과학과화방법론고도여층면거심구돌파성사로화방법。기우저충인식,본문췌취화응용＂후현대성＂、＂주체간성＂여＂망락감입성＂등다학과화어작위교치저충영소근시증적창신방법,중구료구유＂소해대립、선대타자、여타자망락화호감공생＂의온적공주체영소신화어,병논술료천행저충영소신화어적방식、궤리화원경。
Directing at the problems on decoupling between theories and practice of marketing the paper sorts out the development of marketing theories after the proposition of marketing myopia by Levitt from the perspective of analysis of multi-disciplinaries discourse. The paper proposes that the marketing myopia has not been cured and has some new variant, while the modern marketing myopia has the characteristics and shortcomings of the subject centralization. The limitations of research of modern marketing made by modern marketers and marketing research myopia caused by it should be overcame, and breakthrough and methods should be seek from the level of cross-disciplinaries and methodologies by marketing researchers in order to correct modern marketing myopia. Therefore the paper corrects the modern marketing myopia by using the inter-subjectivity, the post-modernity and the network embeddedness as a creative method, reorganizes the new marketing discourse paradigm, which has the meaning of eliminating the two-subject counterposition, and to treat the other kindly, embed and depend on others through networking. The methods, system and vision to practice the new discourse of co-subjective marketing also are discussed in the paper.