基于商业生态系统视角的营销理论变革.pdfVIP

技术经济与管理研究 2010 年第4 期 基于商业生态系统视角的营销理论变革 刘 强 （广西师范大学经济管理学院，广西 桂林 541004） 摘 要：文章从商业生态系统的视角研究营销理论的变革，商业生态系统已成为一种趋势，传统的营销理论基于静态、单 个企业内部能力，强调企业内部与外部环境的匹配，已无法适应商业生态系统的发展趋势。商业生态系统所代表的动态、不确 定和复杂的环境，要求企业基于 “商业生态系统”思考问题，共生营销理论提供了一个生态学的视角，营销的范围将突破企业 内部的边界、行业的边界、企业价值链或联合企业的界限，而着眼于与企业有共同命运的利益共同体。企业首先需要确定的是 企业是决定加入某个或某几个商业生态系统，还是创建一个新的商业生态系统，并将自己视为商业生态系统中的一员，考虑自 身营销行为与整个商业生态系统的匹配，然后以生态位分离的思想选择自己应承担的角色，基于系统成员共享的思想下制定产 品价值开发与定价策略，最终实现与系统内其他成员的协同进化。 关键词：共生营销；商业生态系统；营销理论；协同进化；生态位 中图分类号：F062.2 文献标识码：A 文章编号：1004- 292X（2010）04- 0078- 04 The Transformation of Marketing Theory based on Business Ecosystem LIU Qiang （ ， ， ， ） Economics and Management School Guangxi Normal University Guilin Guangxi 541004 China Abstract ： The paper is based on business ecosystem to research the tr ansformation of marketing theory. Now ecosystem is becoming a trend. The classic marketing theory is out of the time since it base on the static and the only one company. It would not adapt to the new environment. And symbiosis marketing will be the marketing theory that be able to adjust to the trend. In symbiosis marketing, the enterprises should look themselves as a member of the system as they make their plans. Marketing would break through the border of one company. Symbiosis marketing would focus the all business ecosystem. At first the company should decide whether it should only one or some ecosystems or directly build its own system. And they must take it for granted to match the business ecosystem, choose their roles according to organization niche theory , formulate product strategy or price strategy based on shari