非主流经济学的兴起与流通经济学的复兴

The Rise of Non-mainstream Economics and the Revival of Distribution Economics

中文关键词:  流通理论  流通经济学  新古典经济学  制度经济学  宏观营销

英文关键词:distribution theory  distribution economics  Neoclassical Economics  Institutional Economics  macromarketing

中文摘要:

      西方流通理论的相关研究多受美国制度经济学的影响，并随着它的兴衰而浮沉。新古典经济学成为学术主流后，制度经济学被边缘化，流通理论的发展也日渐式微。我国流通理论之所以陷入贫困也与西方新古典经济学的冲击有关。2008年金融危机爆发后，新古典经济学受到日益严峻的挑战，而非主流经济学更加活跃。非主流经济学重视对商品流通过程的研究，因而为流通经济学的复兴创造了历史机遇。由于西方的流通理论已经演变为宏观营销学，文章还分析了制度经济学等非主流经济学的兴起对西方宏观营销研究的影响。

英文摘要:

      Distribution theory in the west mostly came from American institutional economics, and the formers rise and fall depended on the latter to some extent. Since Institutional Economics was replaced by Neoclassical Economics as the mainstream, the development of distribution theory have fallen into low tide. Distribution theory in China also goes into difficulty due to the impact from Neoclassical Economics. With the outbreak of financial crisis in 2008, Neoclassical Economics is facing with severe challenges while non-mainstream economics are rising. Non-mainstream economics attaches importance to the study of the process of commodity distribution, which gives a historical opportunity for the revival of distribution economics. In view of the fact that distribution theory in the west has evolved into macromarketing, this article focuses on the influence of the rise of non-mainstream economics such as institutional economics upon the development of macromarketing.