戰(zhàn)略營銷和市場營銷策略領(lǐng)域、定義、基本問題和根本前提

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.戰(zhàn)略營銷和市場營銷策略:領(lǐng)域、定義、基本問題和根本前提介紹在過去的幾十年里,不斷演化的戰(zhàn)略營銷已成為了一個研究領(lǐng)域，可以看作是觀點、研究范式、理論、概念、框架、原則、方法、模式以及許多相關(guān)領(lǐng)域研究標準的一次大融合，其中最主要的是營銷、戰(zhàn)略管理、產(chǎn)業(yè)組織經(jīng)濟學(xué)。盡管大量的文字材料記載了許多方面(實體、理論與方法)的重大進展，然而幾乎每十年，營銷學(xué)者都會關(guān)注這個領(lǐng)域的發(fā)展狀態(tài)。（如風(fēng)和魯賓斯坦1983;Day1992;魯賓斯坦（2009)。例如，學(xué)術(shù)上對市場戰(zhàn)略營銷影響的論述中，Day(1992,P324)指出，：“在學(xué)術(shù)圈內(nèi)，具有貢獻的市場營銷應(yīng)用管理學(xué)科過去數(shù)十年內(nèi)在開發(fā)，測試，戰(zhàn)略理論和概念的傳播上脫離了社會發(fā)展進程?！弊罱环菘脱缯擊斮e斯坦2009指出，越來越多的巴爾干式理論營銷到定量模型以及消費行為已經(jīng)減少了戰(zhàn)略營銷問題的研究。除了1992年戰(zhàn)略營銷領(lǐng)域研究影響的減弱外，2009年魯賓斯坦等人對戰(zhàn)略營銷問題研究的減少也是一個重要原因，而戰(zhàn)略營銷認同危機可能是促成兩者形成的共同因素。例如，對一份跨越了超過四十個年頭的市場營銷策略文獻的審查中就揭示了不同的觀念，這些觀念涉及到作為研究領(lǐng)域的戰(zhàn)略營銷的概念域，以及作為一個具有組織性策略構(gòu)建的市場營