人类学方法在市场研究中的应用

人类学可以应用于经济、商业、企业管理以至市场营销领域,其传统研究对象和领域的移植具有必要性和可行性,包括少数民族市场研究、消费文化研究、族群市场研究、社区研究、集团客户研究、简单社会的交换和市场研究六个方面。当我们研究敏感性问题、行为性问题或面临语言表达能力弱甚至不具备语言表达能力的消费群体、语言障碍沟通不畅或无法沟通、新的研究课题、进行新产品开发研究时,人类学方法非常适用。

Anthropological Methodology in Marketing Research

This article aims to illustrate that anthropology can be applied to the fields of economics, commerce, industrial management, and even marketing through the demonstration of the use of anthropology in marketing research. It is necessary and feasible to transplant the traditional anthropological research objects and fields, including marketing research of the ethnic minorities, studies of consumption culture, ethnical markets, communities, group clients, exchange and marketing system in simple societies. When it comes to the research of sensitive questions, behavioral questions, new topics, new product development, or when faced with groups that have weaker or even no expressive abilities, anthropology can play a very important role.