营销战略研究：现状、问题与未来展望
Marketing Strategy Research: A Literature Review and Future Directions
DOI: 10.16538/j.cnki.fem.2019.12.004
引用本文（GB/T 7714-2025）
[1]王永贵,洪傲然.营销战略研究：现状、问题与未来展望[J/OL].外国经济与管理,2019,41(12):74-93[2026-11-16].https://doi.org/10.16538/j.cnki.fem.2019.12.004.
摘要
营销战略研究以组织为研究主体，旨在解决组织的营销战略难题，是市场营销的一个重要分支领域。营销战略的相关理论和研究成果可以为企业的首席营销官及营销管理人员提供前沿洞见，并指导企业的营销实践，但迄今为止尚未有对这一分支领域最新研究进展的梳理与总结。本文在对相关文献进行综述的基础上，界定了营销战略的研究范围并开发出了营销战略研究的整合框架。同时，本文也在对营销战略领域英文顶级期刊论文和中文顶级期刊论文进行整理归纳的基础上，剖析了营销战略研究的现状与问题，并指明了未来研究的主要方向。
Marketing strategy research takes organization as the research subject and aims to solve the marketing strategy problem of the organization. It is an important stream of marketing research. The relevant theories and research results of the marketing strategy can provide cutting-edge insights for firms’ chief marketing officers and marketing managers, and guide the marketing practices of firms. However, there has not been a systematic review of the latest studies in this research stream.
Based on the comprehensive review and induction of the main literature on marketing strategy research in the past seven years （2013-2019）, this paper focuses on the following three tasks to fill this gap. Firstly, combing and developing the previous important review studies of the marketing strategy, this paper identifies the scope of marketing strategy research, and develops an integrated framework for this research area by dividing marketing strategy research into three levels: organizational level, business level and transaction level. In detail, marketing strategy research at the organizational level mainly involves the formation and implementation of the marketing strategy under the guidance of the company-level strategy and business unit strategy, and the role the marketing department plays in an organization; marketing strategy research at the business level is oriented toward the organization’s marketing decisions for its specific business, primarily related to research on STP and 4Ps, such as market strategy, branding strategy, product-related strategy and so on; marketing strategy research at the transaction level mainly focuses on studies of the links and relationships between a certain firm and its upstream and downstream partners, including channel selection, channel governance and sales force management, etc.
Secondly, based on the compilation and summary of three top English journals and three top Chinese journals in the field of marketing research in the past seven years （2013-2019）, this paper analyzes and reveals the proportion and growing trend of the whole marketing strategy research and its each sub-domain.
Finally, based on both the theoretical literature review and the hotspots of marketing practices in recent years, this paper sorts out the hot topics of three sub-domains of marketing strategy research, and identifies the popular topics of priorities in the next few years, including the role of marketing department and marketing-finance interface at the organizational level; brand management, customer participation and new product development at the business level; and channel governance at the transaction level. By reviewing and analyzing these hot topics, this paper states the status quo and problems of each sub-domain of marketing strategy research, and points out the main directions of future research.
关键词： 营销战略,营销战略研究,市场营销
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