营销—金融对接研究现状及展望

A Review of the Literature of Marketing-finance Interface and Prospects

近年来,实现股东价值最大化成为越来越多大公司首席执行官共同认可的目标,而如何评价营销对股东价值的影响成为营销面临的重要挑战。本文以营销—金融对接为主线,系统梳理了营销—金融对接研究的源起、总体理论框架以及实证研究现状,并展望了该领域未来可能的研究方向。

In recent years, the maximization of shareholder value has been the target mutually rec- ognized by more and more CEOs in big companies, but how to value the effect of marketing on share- holder value is an important challenge for marketing. Taking marketing-finance interface as the main clue, this paper systematically reviews the marketing-finance interface research in aspects such as ori- gins, general theoretical framework and empirical study, and points out the possible directions in fu- ture research.