基于中国本土企业营销实践的案例分析与理论创新——以郸酒的移动互联营销为例

针对营销研究脱离企业实践、缺乏理论创新的现状，文章以郸酒的移动互联营销为例，提出“典型案例创新研究法”，探讨我国本土企业营销实践中出现的新问题、新方法和新理念，进行理论新创。基本思路如下：（1）寻找典型企业并其调查；（2）详细描述相关的现象或企业成功、失败的原因；（3）运用既有的理论对现象进行解释；（4）当既有理论不能很好地解释的现象时，提出新的解释或理论，等待经验材料和实证研究的进一步检验。文章以郸酒的移动互联营销为例展示了这一方法的应用，讨论了此方法的合理性和可行性以及相关的方法论问题，尝试性地提出了一些相对宽松的评价标准。

Case Analysis and Theoretical Innovation Based on Marketing Practices of Chinese Local Firms：Taking Mobile Internet Marketing of Danjiu Liquor as an Example

As most of the marketing research is not based on business practices or theoretical innovation, this article, taking the mobile internet marketing of Danjiu Liquor as an example, proposes a research method, “the innovative study of typical cases”, to explore the new problems, new methods and new ideas appearing in the Chinese marketing practices. The procedure is as follows: (1) looking for a typical firm, and then investigating the firm; (2) describing in details the relevant phenomena or the reasons for the success or failure of the firm; (3) explaining the phenomena with the previous theories; (4) in case of failure for possible explanation, proposing a new explanation or theory for empirical tests. The paper shows the application of the method with the mobile internet marketing of Danjiu Liquor, discusses the rationality and feasibility of the method and the related methodological problems, and proposes some relatively friendly evaluation criterion.