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中文摘要：
从中关文化价值体系和行为规范的差异出发，沿着“坐‘井’观‘天’一‘水’中捞‘月’一探‘囊’取‘物’‘管’中窥‘豹’”的思路，探讨情理营销与法理营销的理论概念。在此基础上，探讨该概念对跨文化背景下的营销研究所具有的借鉴意义，以及中国营销理论发展过程中的若干问题。
英文摘要：
This paper analyze the difference between Chinese culture and American culture in terms of value system and common behavior, and suggests that Chinese marketing is based on Qing-Li （Feeling/Situation-Reason） and American marketing is based on Fa-Li （Lawfulness-Reason）. We then discuss relevant issues in the development of a Chinese theory of marketing and their implications for cross cultural marketing.
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