战略营销规划在中国企业中的运用——基于扎根理论范式的多案例探索性研究

Application of Strategic Marketing Planning in Chinese Enterprises

文章通过运用扎根理论的研究方法,对来自不同行业的中国五家大型企业战略营销规划的构建方式、制定过程和贯彻过程进行多案例实证分析,发现战略营销解码研讨会作为制订战略营销规划的一种方式,具有增强决策者的战略营销知识、良好的沟通平台、增强员工的参与性和使命感、博弈和协商的平台,以及促进员工对价值观的认同等特征。这些特征较好地克服了一些文献提到的制定和执行战略营销规划中的障碍,文章也因此演绎出一个包含战略营销规划构建方式、制定过程和贯彻过程的冰山模型,可供中国企业参考和借鉴。

Using grounded theory, the authors present an inductive iceberg model of strategic marketing planning （SMP） process including its constructed form, development and implementation. Based on a field investigation of five Chinese large enterprises, and drawn from different industries using a muhiple - case study design, the authors find strategic marketing decoding seminars as an approach to construct strategic marketing planning has five characteristics ： enhancement of decision - makers＇ strategic marketing knowledge, a good communication place, reinforcement of employees＇ involvement and commitment, a platform of bargaining and negotiating for the participants, and facilitation of sharing value and belief. They could help to remove the barriers of SMP process referred to by the past literature. The inductive iceberg model is a grounded theoretical description of multiple layered factors that characterizes a SMP process including its constructed form, development and implementation. This study offers Chinese organizations a suggestion on how to develop and implement their SMP.