面对当前动荡复杂的营销环境,融合了创业导向和市场导向的创业营销（Entrepreneurial Market-ing）表现出了更具灵活性和适应性的优势。本文在回顾了创业营销和创业营销组合基本理论的基础上,从不同营销组合产生的环境背景角度分析了创业营销组合与传统营销组合的差异。除了环境背景不同之外,还识别了二者在对市场的反应速度、对环境中风险的容忍程度和对资源的利用方式上存在的显著差异。%Facing the present turbulence and complex marketing environment, entrepreneurial marketing which fusion en- trepreneurship orientation and market orientation showed the advantages of more flexibility and adaptability. In this study, on the basis of review the basic theory of entrepreneurial marketing and entrepreneurial marketing mix, we analysis the discrepancy between entrepreneurial marketing mix and traditional marketing mix in view of the environment background they emerged. Be- sides the different of environment background, we also identified significantly discrepancy in market reaction speed, risk toler- ance in the environment and ways of using resources.
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