Progress and Prospects Research in Marketing Communication: Chinese and Western Approaches

Abstract

This paper collects and analyses the journal articles and masters theses published in English and Chinese on marketing communication research in the past 20 years. The research aims to sort out and summarise the research results of marketing communication in Chinese and foreign universities, and grasp the research situation of marketing communication in Chinese universities as a whole. The research aims to provide technical support for the construction of an effective marketing communication system for Chinese universities and subsequent research. At present no scholars have especially researched, defined and summarised the construction of the university marketing communication system.