台灣行銷研究發展之內容分析研究以期刊論文索引系統為例

The Marketing Research Tendency of Content Analysis in Index to Taiwan Periodical Literature System

孔方正(Fang-Cheng Kung)；張家瑜(Jia-Yu Chang)

內容分析法 ； 行銷 ； 行銷學派 ； Content Analysis ； Marketing Research ； Marketing School

長榮大學學報

17卷2期（2013 / 12 / 01）

1 - 18

繁體中文

本研究以台灣期刊論文索引系統為主，以篇名為檢索欄位，進行以「行銷」（Marketing）為篇名的學術性論文檢索，同時使用內容分析法探討分析所蒐集到的資料，並以Sheth，Gardner，and Garrett（1988）等研究者對行銷思想學派的分類為依據，即歸納為商品學派（Commodity School）、功能學派（Functional School）、區域學派（Regional School）、體制學派（Institutional School）、實用論者學派（Functionalist School）、管理學派（Managerial School）、消費者行為學派（Buyer Bebavior School）、行動論者學派（Activist School）、宏觀行銷學派（Macromarketing School）、組織動態學派（Organization Dynamics School）、系統學派（Systems School）、社會交換學派（Social Exchange）等十二個學派，瞭解目前國內行銷研究，各學派所占的比例，同時，藉此分析來分析台灣的行銷研究在學派分類上的趨勢，進而瞭解其中的差異。

The project of this research is mainly from the Taiwanese Journal Papers system. Researching by the names for each page. The main topic for this research is ”Marketing”. It's reassessed in an academic way, as well as getting information from the details of the research. The resources are the research of Sheth, Gardner & Garrett (1988): ”The Marketing Thought School”. And there are the following twelve Schools, the ”Commodity School”, ”Functionalist School”, ”Managerial School”, ”Buyer Behavior School”, ”Activist School”, ”Macromarketing School”, ”Organization Dynamics School”, ”Systems School”, and ”Social Exchange”. The marketing researches in our country, and the percentages of every School. With that, we could analyze the trend of marketing research schools in Taiwan. We could learn more about the differences with this method.

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