戰(zhàn)略營(yíng)銷和市場(chǎng)營(yíng)銷策略領(lǐng)域、定義、基本問(wèn)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(yíng)銷和市場(chǎng)營(yíng)銷策略:領(lǐng)域、定義、基本問(wèn)題和根本前提介紹在過(guò)去的幾十年里,不斷演化的戰(zhàn)略營(yíng)銷已成為了一個(gè)研究領(lǐng)域，可以看作是觀點(diǎn)、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(biāo)準(zhǔn)的一次大融合，其中最主要的是營(yíng)銷、戰(zhàn)略管理、產(chǎn)業(yè)組織經(jīng)濟(jì)學(xué)。盡管大量的文字材料記載了許多方面(實(shí)體、理論與方法)的重大進(jìn)展，然而幾乎每十年，營(yíng)銷學(xué)者都會(huì)關(guān)注這個(gè)領(lǐng)域的發(fā)展?fàn)顟B(tài)。（如風(fēng)和魯賓斯坦1983;Day1992;魯賓斯坦（2009)。例如，學(xué)術(shù)上對(duì)市場(chǎng)戰(zhàn)略營(yíng)銷影響的論述中，Day(1992,P324)指出，：“在學(xué)術(shù)圈內(nèi)，具有貢獻(xiàn)的市場(chǎng)營(yíng)銷應(yīng)用管理學(xué)科過(guò)去數(shù)十年內(nèi)在開發(fā)，測(cè)試，戰(zhàn)略理論和概念的傳播上脫離了社會(huì)發(fā)展進(jìn)程?！弊罱环菘脱缯擊斮e斯坦2009指出，越來(lái)越多的巴爾干式理論營(yíng)銷到定量模型以及消費(fèi)行為已經(jīng)減少了戰(zhàn)略營(yíng)銷問(wèn)題的研究。除了1992年戰(zhàn)略營(yíng)銷領(lǐng)域研究影響的減弱外，2009年魯賓斯坦等人對(duì)戰(zhàn)略營(yíng)銷問(wèn)題研究的減少也是一個(gè)重要原因，而戰(zhàn)略營(yíng)銷認(rèn)同危機(jī)可能是促成兩者形成的共同因素。例如，對(duì)一份跨越了超過(guò)四十個(gè)年頭的市場(chǎng)營(yíng)銷策略文獻(xiàn)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(yíng)銷的概念域，以及作為一個(gè)具有組織性策略構(gòu)建的市場(chǎng)營(yíng)