创业型经济背景下的创业营销:研究述评与未来研究展望  

A Review of the Literature of Entrepreneurial Marketing under the Background of Entrepreneurial Economy

作　　者：焦晓波[1] 郭朝阳[2] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030 [2]厦门大学管理学院,福建厦门361005

出　　处：《商业经济与管理》2014年第9期52-60,共9页Journal of Business Economics

基　　金：国家社会科学基金一般项目"企业社会创业过程及其管理策略研究"(12BGL022);安徽省哲学社会科学规划项目"创业导向与安徽现代服务业企业营销能力提升问题研究"(AHSK09-10D15);安徽省教育厅人文社科重点项目(SK2013A050)

摘　　要：自德鲁克提出创业型经济以来,创业逐渐形成一股热潮并受到各国高度重视。中国改革开放以来的巨大变化,说明了创业在经济发展中的重要作用。由于传统的市场营销出现了中年危机,而创业营销在组织层面较少官僚化,在动态环境中具有更好的适应性,因此能够成为竞争优势的源泉。文章回顾了创业营销研究的历程,介绍了创业营销概念的界定、内涵、维度和创业营销所经历的过程,并对国外学者已经取得的成果加以评述,最后指出现有研究的不足和未来研究的展望。Entrepreneurship has become a boom and received increased attention worldwide since Drucker proposed the conceptof entrepreneurial economy. China witnessed great changes sincehas played important roles in China＇s economic development. Asits reform and opening up, which suggests that entrepreneurshiptraditional marketing midlife crisis emerged, and EntrepreneurialMarketing （EM） is less bureaucratic on the organizational level, in a dynamic environment it has better adaptability as a source ofcompetitive advantage. This paper reviews the history of Entrepreneurial Marketing research, introduces the concept of entrepreneur-ial marketing, content, dimension and the process of Entrepreneurial Marketing, and finally points out the lack of existing researchand the possible directions for future research.

关 键 词：创业 创业型经济 创业营销 

分 类 号：F713.50[经济管理—市场营销]