在文献研究的基础上，通过对主导研究范式与人类学研究范式的比较，来探索中国本土营销研究的未来发展路向。当前营销研究所采用的主导研究范式是实证研究范式，基于数据调查与分析，试图运用计量模型来揭示营销现象中的变量关系；而人类学研究范式则关注营销现象中的各种“田野”，运用定性研究方法，采用多元的思路来阐释其中蕴含的意义。两种方法各有其优点与缺点，但从与中国文化的对接角度来看，至少在本土研究的初期，中国营销学人应借鉴人类学的研究范式，尤其是人文主义范式，深植在丰富的本土营销实践沃土中去构建稳固的理论基础，由此扎实推进中国本土营销科学的理论建设与实践工作。

Based on literature research, this paper tries to explore the future direction of indigenous Chinese marketing research through the comparison of marketing’s dominant research paradigm and anthropological research paradigm. At present, the dominant research paradigm in marketing research is the positivistic one, which uses an econometric model based on data investigation and analysis to reveal the variable relationship in marketing phenomena. However, the anthropological research paradigm focuses on various "fields" in marketing phenomena, and uses qualitative research method to explain the significance contained in it from multiple views. These two kinds of paradigms have their own pros and cons, from the point of view of docking with Chinese culture, Chinese marketing researchers should draw lessons from the paradigm of anthropology, especially the humanism model, at least at the initial stage of the indigenous study, deeply take root in the fertile native marketing practices to build a solid theoretical foundation, so as to promote theory construction and practice of Chinese indigenous marketing science.

国家自然科学基金项目“关系冲突视角下的企业互动仪式对品牌危机修复效果的影响研究”(71372169)