战略营销和市场营销策略领域、定义、基本问题和根本前提

Strategicmarketingandmarketingstrategy:domain,definition,fundamentalissuesandfoundationalpremisesIntroductionTheevolutionofstrategicmarketingasafieldofstudy,overthepastfewdecades,canbeviewedasaconfluenceofperspectives,paradigms,theories,concepts,frameworks,principles,methods,modelsandmetricsfromanumberofrelatedfieldsofstudy,chiefamongthembeingmarketing,strategicmanagementandindustrialorganization(IO)economics.Althoughthecumulativebodyofliteratureisindicativeofsignificantadvancesalonganumberoffronts(substantive,theoreticalandmethodological),duringalmosteverydecade,marketingscholarshavevoicedconcernsregardingthestateoffield(e.g.,WindandRobertson1983;Day1992;Reibsteinetal.2009).Forinstance,voicingconcernsovermarketing’slossofinfluenceintheacademicdiscourseaboutstrategy,Day(1992,p.324)noted:“Withinacademiccircles,thecontributionofmarketingasanappliedmanagementdiscipline,tothedevelopment,testinganddisseminationofstrategytheoriesandconceptshasbeenmarginalizedduringthepastdecade.”Inarecentguesteditorial,Reibsteinetal.(2009)notethatthegrowingbalkanizationofacademicmarketingintoquantitativemodelingandconsumerbehaviorhasdiminishedresearchonstrategicmarketingissues.InadditiontothefactorsthatDay(1992)attributestothediminishingimpactofresearchinthefieldofstrategicmarketingandReibsteinetal.(2009)attributetodiminishingresearchonstrategicmarketingissues,strategicmarketing’sidentitycrisismaybeacontributingfactortobothoftheabove.Forinstance,anexaminationofmarketingstrategyliteraturespanningmorethanfourdecadesisindicativeofdiversepointsofviewconcerningtheconceptualdomainofstrategicmarketingasafieldofstudy,andthedefinitionofmarketingstrategyasanorganizationalstrategyconstruct.Againstthisbackdrop,theprimaryobjectivesofthispaperaretodelineatethedomainofstrategicmarketingasafieldofstudy,andproposeadefinitionformarketingstrategyasanorganizationalstrategyconstruct.Explorationofissuesfundamentaltothefieldofstrategicmarketingandenumerationofcertainfoundationalpremisesofmarketingstrategyconstitutethesecondaryobjectivesofthepaper.Theremainderofthepaperisorganizedintofourmajorsectionsthatcorrespondtotheaboveobjectives.Thesesectionsareprecededbyasectiondevotedtoelaborationoftherationaleforfocusingontheaboveissuesandarefollowedbyadiscussionsectionandaconclusionsection.战略营销和市场营销策略:领域、定义、基本问题和根本前提介绍在过去的几十年里,不断演化的战略营销已成为了一个研究领域，可以看作是观点、研究范式、理论、概念、框架、原则、方法、模式以及许多相关领域研究标准的一次大融合，其中最主要的是营销、战略管理、产业组织经济学。尽管大量的文字材料记载了许多方面(实体、理论与方法)的重大进展，然而几乎每十年，营销学者都会关注这个领域的发展状态。（如风和鲁宾斯坦1983;Day1992;鲁宾斯坦（2009)。例如，学术上对市场战略营销影响的论述中，Day(1992,P324)指出，：“在学术圈内，具有贡献的市场营销应用管理学科过去数十年内在开发，测试，战略理论和概念的传播上脱离了社会发展进程。”最近一份客邀社论鲁宾斯坦2009指出，越来越多的巴尔干式理论营销到定量模型以及消费行为已经减少了战略营销问题的研究。除了1992年战略营销领域研究影响的减弱外，2009年鲁宾斯坦等人对战略营销问题研究的减少也是一个重要原因，而战略营销认同危机可能是促成两者形成的共同因素。例如，对一份跨越了超过四十个年头的市场营销策略文献的审查中就揭示了不同的观念，这些观念涉及到作为研究领域的战略营销的概念域，以及作为一个具有组织性策略构建的市场营