企业营销系统的边界

与生态系统类似,营销系统是企业与其环境形成的“群落交错区”。群落交错区的发展和演化形成了营销系统的内外边界。根据科思的交易成本理论,营销系统的外部有效边界位于营销系统内部交易成本与市场交易成本相等处,而内部有效边界则位于其与企业其他子系统交易成本相等处。企业营销系统交易成本、内外部环境内交易成本的不断变化导致交易成本的对比发生改变,因此营销系统的边界也处在不断变化之中。营销系统的外部边界正呈现出一体化和分立化并存的虚拟化趋势,而内部边界则日益模糊并趋于消亡。最终营销将成为企业文化的有机组成部分,整个企业成为无边界营销组织。

Marketing System Boundaries of an Enterprise

Similar to ecosystems,marketing system (MS) is the ecotone of an enterprise and its environment.The develop- ment and evolution of the ecotone forms the internal and external boundaries of enterprise MS.Based on Coase's transae- tion cost(TC)theory,the effective external MS boundary locates where market TC equals MS TC and the effective internal MS boundaries are where MS TC is equal to the TC of every other subsystem.The TCs of MS,internal and extemal environ- ments are changing rapidly which changes their cost proportion.Therefore MS boundaries are always changing.The external MS boundary has virtualization trends of integration as well as separation and the internal ones will fade gradually.At last, marketing becomes the organic part of corporate culture and the whole enterprise will be a borderless marketing organiza- tion.