市场营销学在我国经过最近30年的快速发展，已经取得了四个方面的初步成就：一是学术机构和学科体系已经形成；二是与前者相关的学术共同体及其研究范式越趋成熟；三是学术和实践的对话机制及其社会影响力逐步形成；四是学科及其学术研究的国际影响力初见曙光。但中国市场营销学科的发展自觉也让营销领域的研究者意识到中国本土营销理论研究的薄弱，还未发展出指导中国市场营销实践的系统理论视角。文章最后从科学研究的严谨性(rigor)，相关性（relevance）、和影响性（impact）三个方面展开针对中国营销学科发展创新的未来思考。

After the rapid development of the past 30 years, Chinese marketing has achieved preliminary achievements in four areas: first, academic institutions and discipline systems have been formed; second, the academic community and its research paradigm related to the former are becoming more mature; third, The dialogue mechanism between the academia with the practice and its social influence have begun to play; fourth, the international influence of the discipline and its academic research is beginning to see light. However, the development of China's marketing discipline has also made researchers in the field of marketing realize that the theoretical research of China's local marketing is weak, and has not yet developed a systematic theoretical perspective to guide China's marketing practices. At the end of the article, the future thinking about the development and innovation of China's marketing discipline is launched from three aspects: the rigor, relevance, and impact of scientific research.