商业经济与管理

中国的市场研究业作为一个完全在市场经济中成长起来的行业 ,它的成长不仅密切地反映了我国经济体制逐步迈向市场化的过程 ,而且深刻地折射出了中国企业群体逐步走向科学决策和理性营销的过程。本文从这种企业市场化进程和市场研究需求之间的相关性出发 ,回顾和总结了市场化改革背景下我国市场研究业近 2 0年的演进过程和特征 ,并试图通过对市场研究业研究方法、服务对象和营销应用的变化来侧面印证和解析我国企业市场化的进程。

The growth of marketing research industry in china which independently develops in the market economic system reflects not only the reforming process of Chinese economic system, but also the course of Chinese enterprises walking up to scientific decisions and rational marketing. Firstly, this paper demonstra tes the correlations between the growth of the marketing industry and the index of economic freedom, then reviews and outlines the 20 years of evolution process and characteristics of the Chinese marketing research industry. The final purpo se of this thesis is to explain the marketization process of enterprises in Chin a by researching the changes of marketing research methodologies, service objec ts and marketing application in the marketing research industry.