营销碎片化和后现代主义研究分析Essay

Marketing Fragmentation and Post mod-ernism
营销碎片化和后现代主义研究分析

Parallel currents of thought started to develop in the 80s, when mar-keting economic theory grounding were starting to become too narrow for researchers. One of these is service marketing, which wanted to move onfrom the product centrality and exchange based model of the marketing concept and the 4P’s (Gronroos 1984; Zeithaml,Parasuraman, and Berry1985). Modern marketing normative theory was fragmented into different currents of marketing such as social marketing, sustainable marketing, rela-tionship marketing, network marketing, value marketing, quality and satis-faction management. The marketing mix was re-adapted to accommodate the service perspective and three more P’s were added but the intrinsic  “or-ganisation focused” logic remained unchanged.

并行思潮在上世纪80年代开始研制，月销售经济理论开始出现，研究人员开始变得过于狭窄。其中之一是服务营销，从产品的核心交换模型的营销理念和4P的（格罗鲁1984;泽丝曼尔，巴拉苏罗，Berry1985）。现代市场营销的规范理论，分散成不同的电流的营销，社会营销，持续营销，关系的关系营销，网络营销，价值营销，质量和满意的派管理等。营销组合重新适于容纳的服务的角度和三个P的加入，但本征“或-ganisation聚焦”逻辑保持不变。

The different marketing currents developed during the 80s gave life to afragmentation of the marketing discipline.

Venkatash and Firat (1999) iden-tified five postmodern conditions that constitute the postmodern framework:the sign system, hyperreality, particularism, fragmentation, and the symbolic nature of consumption.

不同的营销流派在20世纪80年代开发的，以的营销学科afragmentation的给生活。（1999）Venkatash和FIRAT鉴定出5个后现代的条件，构成了后现代主义的框架：符号系统，超现实，特殊主义，分裂，和象征性消费。

Brown (1993, in Fuat and Shulz, 1997) further expanded the framework by articulating three tendencies of the postmodern consumer: readiness for living a perpetual present, emphasis on form/style, and greater acceptance of a state of disorder.

布朗（1993年Fuat Shulz，1997年）进一步扩大了框架所阐明的后现代消费趋势：准备一个永久的现在的生活，强调形式/风格，更好地接受一种无序的状态。

Postmodernist implications revolutionised marketing theory as well asits practice (Firat Fuat and Venkatesh, 1995). Most of the elements afore-mentioned in fact have enriched relationship marketing (RM), customer re-lationship management (CRM) and experience marketing by either being 1.3 The Service Dominant Perspective 19 assimilated or rejected. For example the omnipresence of disjointed and dis-connected moments and experiences in life and sense of self are now a coreelement in customer experience management (CEM), that analyses the cus-tomer experience at every touch point from a phenomenological (first-person)perspective (Schmitt, 2003).

后现代主义的影响，彻底改变了市场营销理论，以及asits的做法（FIRAT Fuat和卡塔斯，1995年）。丰富的元素，其实前面提到的关系营销（RM），客户关系管理（CRM）和体验式营销，要么为1.3同化或拒绝服务的主要观点19。例如无处不在的各自为政，显示连接的时刻和生活经验和自我意识的现在是coreelement的客户体验管理（CEM），分析在每一个接触点的客户体验，从现象学（第一人称）透视图（施密特，2003）。

Another important contribution of the postmodern perspective is the con-tinuous renovation of the production cycle and the position of customer asco-producer of images and experiences. Linking back this concept to UK HEIs it is vital that these organisations involve their users, students and professors, as active agents in the production process. Consumers’ feelings play an increasingly important role in defining a company’s customers and inaligning companies’ value propositions to their actual experience delivered.

后现代视野下的另一个重要贡献是连续更新的生产周期和位置的顾客ASCO生产的图像和经验。英国高校链接回这个概念是很重要的，这些组织包括他们的用户，学生和教授，在生产过程中作为活性剂。在确定公司的客户和自己的实际经验发表inaligning公司的价值主张，消费者的感受中扮演着越来越重要的作用。

Despite the important contribution to the experiential perspective of post-modern marketing its pessimistic vision of customers, which are described as mostly disloyal and preferring transactional relationships, limits the scope ofthe strategic actions that this approach has to offer.

尽管作出了重要贡献的经验后现代市场营销的角度来看，其悲观的眼光，这主要是不忠诚和喜欢的交易关系，客户限制的范围国税发战略的行动，这种方法所提供的。