【正文】 《論電子商務中消費者權益保護》 ，[J].濱州職業(yè)學院學報，第7 卷第 2 期,7577 頁[3]楊木，張潤彤 楊海樓， 《C2C 電子交易流程優(yōu)缺點分析及改進》 ，[J].商業(yè)時代，2022 年第 4 期,7678 頁[4]孫妮，何月紅， 《C2C 電子商務交易模式制約因素分析》 ，[J].電子商務，2022 年第 8 期，2527 頁[5]吳建安.《市場營銷學》[M],高等教育出版社，2022 年[6]陳廣宇， 《汽車 4S 店波特五力模型分析》 ，[J].蘇州市職業(yè)大學學報，第 17 卷第 2 期,5860 頁[7]天天心悅等， 《淘寶網(wǎng)上學淘寶》 ，[M],清華大學出版社，2022 年 4 月[8]宋小林， 《網(wǎng)店，新生活》 ，[M],清華大學出版社，2022 年 4 月[9]謝曉燕 趙偉韜譯， 《服務營銷》 ，[M]中國人民大學出版社，2022 年[10]百度百科，汽車裝飾附 錄華北水利水電學院畢業(yè)論文共 41頁第 27 頁 附錄 1 期刊原文Where is the opportunity without the customer?An integration of marketing activities, the entrepreneurship process, and institutional theoryMarketing and entrepreneurship have long been recognized as two key responsibilities for firms. Despite the central and plementary roles of marketing and entrepreneurship responsibilities, research has largely examined marketing activities and the entrepreneurship process separately. Marketing scholars have extensively examined research questions related to identifying and understanding the customer and translating customer needs into new products. In contrast, entrepreneurship scholars have largely assumed market opportunities to exist. As such, entrepreneurship scholars have instead examined the factors, such as an entrepreneur39。s traits and behaviors that influence how entrepreneurs recognize opportunities, innovate, and then exploit opportunities. The variance in the nature of the primary questions that marketing and entrepreneurship scholars pursue creates a significant theoretical gap concerning (1) the integrated role of these key responsibilities in firms and (2) the relationships between these responsibilities under different environmental conditions.By integrating theory regarding the entrepreneurship process and marketing activities, we first aim to provide a theoretical foundation for examining the intersection of marketing and entrepreneurship. More specifically, our first research question asks: What are the relationships between key marketing activities and the entrepreneurship process? To examine this question, we argue that marketing activities and a firm39。s entrepreneurship process are reciprocally related.Viewing marketing as a set of activities through which firms manage knowledge, we first describe how marketing activities support the firm39。s entrepreneurship process of opportunity recognition, innovation, and opportunity exploitation. Through crosslevel effects, marketoriented activities support the firm39。s acquisition and dissemination of knowledge about customer needs that informs individual employees’ opportunity recognition and innovation, whereas marketing mix activities disseminate knowledge to potential and current customers regarding the firm39。s products. Customer needs, however, are constantly evolving. Marketing activities through which firms understand and municate with customers can bee obsolete or too 華北水利水電學院畢業(yè)論文共 41頁第 28 頁 narrowly focused on a waning set of customers. Entrepreneurship can lead to innovation directed toward marketing activities, thereby enabling firms to maintain pace with market changes and both react to and proactively address changes.Research has also suggested that a firm39。s institutional context may influence its marketing activities and the entrepreneurship process. Therefore, our second research question concerns: How do institutions influence marketing activities and entrepreneurship? Institutional theory asserts that institutions are stable social structures that define what is socially acceptable within a society. However, institutions tend to differ significantly across country markets in terms of their level of development, the degree to which incentive, monitoring, and enforcement apparatuses are effectively in place, and the norms, values, beliefs, regulations, and laws that are salient. To examine institutional influences, we pare marketing and entrepreneurship within domestic, developed markets versus baseofthepyramid (BOP) markets. We focus on BOP markets for two reasons. First, BOP markets represent significant social and economic opportunities for firms, accounting for four billion of the world39。s population and a five trillion dollar bloc of potential consumers annually, yet have received little academic attention by marketing and entrepreneurship scholars. Second, we focus on two aspects of the BOP institutional context that provide a stark contrast to the context in developed markets and that influence marketing activities of firms originating in developed markets: institutional distance and formal institutional voids. Institutional distance, defined as the difference between institutional settings, can create a significant knowledge gap that undermines a firm39。s ability to serve a local market. Marketing activities can fill this gap so that a firm can efficiently and effectively acquire knowledge about customers39。 needs as the foundation for subsequently serving those needs. However, the specific marketing activities that support efficiency and effectiveness differ depending on the degree of institutional distance. Similarly, formal institutional voids, such as the lack of or poorly developed nature of formal institutions and publicuse infrastructures, influence the types of marketing activities that are effective in creating awareness and attracting customers to new products.Marketing and entrepreneurship bring different, yet highly plementary perspectives to addressing customer needs. To elaborate on the level of analysis, the entrepreneurship process 華北水利水電學院畢業(yè)論文共 41頁第 29 頁 includes the set of activities through which individuals, acting independently or within a firm, seek to satisfy customer needs through innovation that provides a more efficient or effective means and/or ends. As such, entrepreneurship occurs at