连接宏观环境与微观企业行为:营销领域的进展与比较

Bridging Macro Environment and Micro Firm Behavior:Research Progress in Marketing Area

管理研究长期以来存在着宏观和微观分野,促进了学术专业化和同行间交流。然而,现实企业汇聚了来自宏观和微观两个方面的影响力,单一视角已难以准确理解其中的机制。近十年来,连接宏观和微观领域的研究受到营销学界的日益重视,积累了一系列高水平实证研究成果。本文聚焦于这一领域,分别从宏观环境和微观企业两个层次,系统梳理2011—2022年发表于中英文高水平营销期刊上的宏微观结合实证研究。首先,分析了政治、经济、社会文化、技术、环境、法律等宏观环境对微观企业行为的影响。其次,考察了企业的营销战略、战术、经营行为和财务战略分别对宏观政治、经济、社会文化和环境的影响。最后,基于既有研究结论构建出一个分析宏微观双向影响的整合框架,并结合既有研究不足从四个方面指出了未来研究方向。

Management studies have been divided into macro and micro domains for a long time,which promotes academic specialization and communication among peers.However,real enterprises integrate influence from both macro and micro aspects.Therefore,a single perspective has been difficult to accurately understand the mechanism.In the past decade,the connection between macro and micro fields has been paid more and more attention,and a series of high-level empirical works have been accumulated.Focusing on this field,this paper systematically reviews the macro and micro empirical studies published in Chinese and English high-level marketing journals from 2011 to 2022 from the macro environment and the micro enterprise level respectively.Firstly,we analyze the influence of macro environment such as politics,economy,social culture,technology,environment and law on micro enterprise behavior.Secondly,the influences of marketing strategy,tactics,business behavior and financial strategy on macro politics,economy,social culture and environment are investigated.Finally,based on the existing research conclusions,an integrated framework is constructed to analyze the macro and micro bidirectional influences,and the future research directions are pointed out from four aspects considerint the existing research deficiencies.