摘要
新冠疫情的突发性、扩散性和危害性对中小企业的市场行为造成巨大冲击,在外部市场环境难以预测和中小企业自身资源匮乏的双重约束下,传统营销理论与原则难以为中小企业摆脱困境提供有解释力的观点。首先以创业营销理论分析为基础,运用效果推理逻辑阐释了中小企业开展创业营销的决策机制;进而采用“情境—过程—行动”的分析框架,对在新冠疫情影响下的中小企业创业营销实践进行多维度诠释;最后分别从个体层面和组织层面提出后疫情时代中小企业开展创业营销活动的实践策略。
The suddenness,diffusion and harmfulness of COVID-19 have a huge impact on the market behavior of small and medium-sized enterprises(SMEs).Under the dual constraints of the unpredictable external market environment and the lack of resources of SMEs,traditional marketing theories and principles are difficult to provide explanatory points for SMEs.Based on the analysis of entrepreneurial marketing theory,the paper firstly uses effectuation logic to explain the decision-making mechanism of SMEs to carry out entrepreneurial marketing.Then,it uses the framework of“situation-process-action”to carry out multi-dimensional interpretation for the entrepreneurial marketing practice of SMEs under the influence of COVID-19.Finally,it puts forward the practical strategies for SMEs to carry out entrepreneurial marketing activities in the post-epidemic era from the individual level and the organizational level.
作者
吴朝彦
WU Chaoyan(School of Management, Chongqing University of Technology, Chongqing 400054, China)
出处
《重庆理工大学学报（社会科学）》
CAS
2020年第9期92-101,共10页
Journal of Chongqing University of Technology（Social Science）
基金
国家自然科学基金项目“多重不确定环境下新创企业市场双元形成及效用机制研究”(71872024)。
关键词
新冠疫情
创业营销
效果推理
中小企业
COVID-19
entrepreneurial marketing
effectuation
small and medium-sized enterprises
