【摘要】 笔者运用我国A股246家上市家族企业2004年~2013年的面板数据,对营销战略风格、企业规模与公司业绩之间关系进行了实证研究和检验。研究结果显示:家族企业在选择"激进"或"保守"的营销战略时,会受到规模效应的影响;激进的营销战略虽然有利于刺激家族企业营业收入的增长,但牺牲了公司长期发展的潜力,不利于业绩的持续提升。更多还原

【Abstract】 Based on 246 listed family firms’ panel data of 2004 ~ 2013,the paper does empirical study on the relationship of marketing strategy style,enterprise scale and corporate performance. The results show that:( 1) Enterprise scale has significant impact on family firms’ strategy style.( 2) Aggressive marketing strategy could stimulate the growth of the operating income,but it will hurt company’s long-term growth potential,also has negative impact on the sustainable improvement of company performance.更多还原