创业网络是初创企业整合资源,解决创业初期遇到的各类问题的重要路径和平台。

初创企业由于自身资源禀赋的局限性和新进入的狭隘性,以及在面临问题时的心理依赖

性,更有欲望和动力去创建自己的创业网络。对于初创企业而言,正确选择基本营销策

略,是初创期企业战略规划中最重要的部分,营销策略的优劣直接关系到初创企业能否

生存并发展。同时,初创企业所能够拥有的营销资源又决定着营销策略的选择方向和执

行效率,努力寻找出制约初创企业营销策略改善的营销资源短板,然后通过创业网络对

营销资源进行有效整合,将会对初创企业营销策略的及时改善和调整起到非常大的推动

作用。

本文以创业1年的小型饲料添加剂的生产企业^G公司的实际情况为案例,通过

对G公司行业概况和战略环境的分析,对G公司初创期的营销策略加以描述,并结合G

公司营销资源的现状,以创业网络、初创企业营销策略和营销资源整合的相关研究为理

论基础,寻找出制约G公司初创期营销策略的营销资源需求。然后通过创业网络对G公

司营销资源进行整合优化,以期能完善G公司初创期的营销策略,从而让G公司能够改

善目前的营销规模,获得稳定持续的发展。

关键字:创业网络;初创企业;营销资源;资源整合;

第II页
华东理工大学硕士学位论文

Research on marketing resource integration of new ventures based on

entrepreneurship network

—A case study on G company

Abstract

Entrepreneurship network is an important path and platforms for new ventures to

integrate resource and solve various problems during the start-up stage. Due to the limitations

of their own resources endowment, the narrowness of new entrants and psychological

dependence when facing with a problem, the new ventures have more motivation to create

their own entrepreneurship network. As a new venture, correct selection of basic marketing

strategy, is the most important part of the new venture in the strategic planning, marketing

strategy of new venture is directly related to survival and development. At the same time,all

the marketing resources owned by the new venture direction decides the choice of marketing

strategy and execution efficiency,trying to find out the restriction of marketing strategy of

new ventures to improve marketing resources through entrepreneurial networks, which will

play a big role to timely improve and adjust the marketing strategy.

This paper uses the actual situation of G company as a case, which is a small feed

additives manufacturing company in the start-up stage established one year ago,through the

analysis of industry situation and the strategic environment, to describe the marketing strategy

of G company, and combined with the current status of G company marketing resources,to

use the related researches of entrepreneurship network and marketing strategy of new venture

and marketing resources integration as the theoretical basis, to find out the restriction of G

company initial marketing strategy marketing resource requirements. Then through

entrepreneurship network of G company integrate and optimize the marketing resources, in

order to improve the marketing strategy of G company, so that the G company can expand the

current marketing scale, to achieve stability and continuous development.

Keywords: entrepreneurship network; new venture; marketing resources; resources

integration.