通过对国内外45种主流营销和管理期刊中的文献进行梳理,识别组群营销领域当前的研究现状,以厘清未来的研究方向。研究发现:当前的组群营销研究主要分布在口碑营销、品牌社群和团购消费3个领域,所探讨的群体影响机制包括信息传递机制、社会认同机制和经济约束机制3种类型;同时,现有研究主要以消费者市场为研究背景,缺乏对产业市场中顾客组群的关注,且对经济约束机制的研究不够充分,因此,对产业组群中群体影响机制的深入研究是该领域未来的主要研究方向。

By reviewing the literature in 45 marketing and management journals in English and Chinese, this study finds that extant literature on group marketing focuses on the issues of word-of-mouth, brand community, and group buying, and discusses three kinds of group influence mechanism, namely, information transfer, social identification, and economical constraint. Meanwhile, the current literature emphasizes the role of group influence in consumer market, but neglects the group marketing in the context of industrial market. And thus, the future research should explore the value from group influence mechanism in industrial market.