管理与市场营销的心理案例分析:留学生作业

管理与市场营销的心理分析视角的研究旨在寻求利用管理和市场营销领域的心理分析方法的观点。该业务部门从事两个核心概念结合的商品，产品或服务处理客户相关的活动，并在同一时间参与。因此，它更深刻的考虑就如何通过了解弗洛伊德的心理分析方法用不同的方法实现营销的内在目标并获取客户的满意度。在另一面，这项研究也可以解决或者处理在管理领域突出的关系。因此，这些概念通常可能与精神的一些重要方面相关联，并可以提供一个对管理及市场营销活动更深入的理解和了解。

介绍

奥利弗·谢尔顿在他的书中指出，管理的理念指企业组织不仅要对工人进行规范，它也不得不面对比以前性格更为复杂和任性，不再有奴役精神的工人，管理变得越来越个性，变成从人文，精神，笔耕文化传播，组织，领导，发展，奖励等方面的研究“

The study on Psychoanalytical Perspectives of Management and Marketing intends to seek perspectives using the psychoanalytical approach in the field of management and marketing. These two core concepts under the business division bind the involvement of customer-related activities and at the same time the handling of goods, products or services. As such, it is more profound to consider different approaches on how to achieve the literal and inner goals of marketing in acquiring customer satisfaction, by understanding the psychoanalytical approach of Sigmund Freud. On the other side of the coin, this study might as well tackle the relationship of the said theory in processing improvement or modernization as highlighted in the management field. Thus, these concepts generally correlate some important aspects that might be associated with psychoanalysis, in the hope that it might offer a more insightful comprehension and in-depth understanding on both management and marketing activity.

Oliver Sheldon, noted in his book, The Philosophy of Management, terms taken from J.G. Frederick's book on Business Research and Statistic, which includes aspects from management: "Business organization has not only had to deal with far greater aggregations of workers than ever before, but it also has had to deal with personalities far more intricate and self-willed than ever before. There being no longer possible a refined species of enslavement and exploitation of workers, management becomes more and more a study of personality, humanities, spirit, organization, leadership, development, reward, etc."

This section provides important information regarding the many views and concepts regarding psychoanalysis. The explanation of the said theoretical approach will then be identified in many ways in relation to both management and marketing. It is of great significance to understand the underlying definitions and meaning of each concept in order to further discuss the psychoanalytical perspectives of management and marketing.

Many studies have already been laid regarding the theory on psychoanalysis. This view is organized by one of the founding fathers of psychology and an eminent figure in the same field as well, Sigmund Freud. He believed that all human beings are born with “instincts”. According to him, the human beings undergone certain stages in life summarized in the pre-oedipal stage: oral stage, anal stage and phallic stage. He also underscores the center of the theory which is the Oedipus complex, until the peak of the ego, id and super-ego. Freud regards the id as impulses from the biological, inherited, unconscious source of sexual drives, instincts and irrational factors. From the concept of the id comes out the ego, which is said to develop by interaction of an exterior dimension, as produced by non-biological factors like the social and familial influences. The ego serves as an arbitrator between the id, super-ego and reality, working-out the respective urges and desires each represent. The last aspect of Freud’s psychoanalysis structure is the super-ego, which is commonly called as the conscience. The super-ego is also unconscious but more likely withhold the ego’s view on what is right and what is wrong.

On the other hand, management has various categories and classifications. Many however, wrongly associate marketing to advertising, promotions, public relations or publicity. Marketing, as defined by McNamara, is highly involved in various activities that are primarily concern of assuring the customer’s needs are being provided and at the same time achieving the value of return; and it also focuses on certain product or services. The Business Dictionary also offers a more concise meaning of marketing. It is defined as “a management process through which goods and services move from concept to the customer. As a philosophy, it is based on thinking about the business in terms of customer needs and their satisfaction. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product; (2) determination of its price; (3) selection of a distribution channel to reach the customer’s place; and (4) development and implementation of a promotional strategy. Marketing differs from selling because (in the words of Harvard Business School's emeritus professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs."

The same source defines management as the “organization and coordination of the activities of an enterprise in accordance with certain policies and in achievement of clearly defined objectives. Management is often included as a factor of production along with machines, materials, and money. According to the management guru Peter Drucker (1909-2005), the basic task of a management is twofold: marketing and innovation. Practice of modern management owes its origin to the 16th century enquiry into low-efficiency and failures of certain enterprises, conducted by the English statesman Sir Thomas More (1478-1535).”

Determining the reasons why consumers buy and what motivates them to buy such products is one of the essential factors in the study of marketing. Management, on the other hand, is basically to study the fundamental concepts of organization, planning and implementation. Psychoanalysis, meanwhile, is the composition of the three levels of human consciousness—the id, ego and super ego.

While most of the historical studies done in so many decades would indicate that these three fields are independent of one another and that they do not blend, recent studies would show that these three has interrelationship with each other since both marketing and management have to deal with human thinking and behavior in which the field of psychoanalysis will be able to provide.

This study, Psychoanalytical Perspectives of Management and Marketing, aims to determine the interrelationships between marketing and psychoanalysis as well as that of management and psychoanalysis. This is to determine as to whether the levels of the human consciousness have something to do with the reasons why consumers purchase certain goods or avail a specified services. The researcher will also have to find out the correlation between the styles of management and leadership amongst managers from their attitudes, behaviors and thoughts. Management as a practice is vital not only to organizational life but, more generally, of an all-encompassing ideology following from capitalist work relations (Cederstr?m, 2009).

This paper shall unearth some facts and figures as to whether marketing would work without the knowledge of the psychoanalytical perspective; and to gauge the effectiveness of management as applied with the perceptions of the id, ego and super-ego.

Data Collection Method
Relative to the needed outputs and results of the study, this paper will need to make use of brief or even abuse interviews from the regular consumers of a certain retail store. The reason for getting immediate interviews is to gather the most simple and very honest answers from the respondents, without giving them the chance of organizing thoughts and create formulated answers, just as long as they answer the question honestly. Intensive arranged interviews can also be arranged for the managers of certain corporation in order to fully gather their response on the given questions that are related to their styles of leadership in the basis of correlating it with psychoanalysis. A set of questionnaires can also be given to them as to really measure and compare the different responses from these respondents.

Research timetable:
First year

July, August September

Reviewing different related materials and Develop the literature review and the theoretical approach.

结论 Conclusion

As a proposal, this study will have to create an overview to the over-all output of the dissertation in the PhD course. This is to analyze the relativeness of psychoanalysis with marketing and management in terms of interpreting the behaviors and characteristic of the consumers and the mangers, respectively. A study framework has been indicated as to determine the underlying correlation of these three fields in order to understand the relative cause and effect of the occurrences in the Trade industry.

Implications for practice:
Understanding the use of psychoanalysis in marketing and management would help discover new ways and means in establishing strategic plans for selling and for leading a team. Perspectives in the psychoanalysis as applied in marketing will allow understanding of why certain market considers the product/services. The study may also allow the identification of leadership styles depending on the perceptions of psychoanalysis.