《營銷科學學報》是由清華大學經濟管理學院和
北京大學光華管理學院聯合主辦，由中國內地和港、
澳、臺地區30餘所研究型大學的管理類學院共同協辦
的中國第一本市場營銷領域的學報。《營稍科學學報
》作為中國市場營銷學術研究的理論陣地，為海內外
營銷學者提供了一個進行創新性研究的交流平臺，也
獲得了海內外營銷學者的廣泛認同。
《營銷科學學報》已經連續出版了10卷40輯，符
國群主編的《營銷科學學報（第11卷第3輯總第41輯
）》登載文章9篇，它們在一定程度上反映了中國市
場營銷學科理論研究和應用研究的最新發展，適合從
事市場營銷相關研究的人員閱讀，也可供對市場營銷
感興趣的人員參考。

The Influence of Preference Variance in Customer Reviews on Product Sales
Loneliness Makes People Pretty—Enhancing Effect of Social Exclusion on Beauty Spending
Contract Governance and Opportunistic Behavior in Channel Relationships with Dependence Asymmetry: The Moderating Role of Market Uncertainty and Government Support
The Interaction Effect of Consumers' Regulatory Focus and Donation Strategies in CSR
Impacts of Different Types of Distributor's Opportunism on Relationship Conflict in Channel
Alliance: the Moderating Effects of Initial Trust
How Do Other Customers Promote the Customer's Service Experience in Shared Service Settings?
An Empirical Research Based on Interpersonal Attraction Theory
Study on the Generating Mechanism of BrandGroup Crisis from the Perspective of Intergroup Relationship Conflict
Consequences of Loyalty Program Benefits Type to Customer Loyalty and Customer Relationship Behavior—Based on the Frequent Flyer Program in Airline Industry
A Survey of Consumers Willingness to Pay: Taking Organic Food as an Example