Institutional Analysis Methods And Marketing

Institutional analysis is not only a hot topic in the field of economics, but has also widely been concerned by the people who are doing researches in the whole social science filed, from the basic theories of philosophy to the practical management. At present, however, the research on this topic is still in a fundamental level. Yet people have not gotten agreement of the definition of institutional analysis. The boundary of the new institutional economics is still fuzzy. For practical companies, the usage of these theories is in the budding phase.From a philosophical point of view, the author first analyzed the attributes of three dimensions of"existence"and how consciousness of human beings started, based on which he gave a concept of value as the directional fundament of institutional research. After that, by reviewing the concepts before, the author revised the contents of institution and creatively brought out a concept of institution system as well as the basic elements of that and their relationships. The author also created a whole system of methodology to do institutional research, which follows the process of"Micro Unit Analysis—Point-time Analysis—Evolution Analysis". At last, taking a general marketing institutional system as an example, the author followed the above method to analyze the internal and external elements and their relationships of that system and revealed the essentials and basic rules of marketing activities of an enterprise.