菲利普•科特勒认为企业的营销策略极大地影响企业绩效。本文依据Vargo和Lush（2004）的产品导向逻辑及服务导向逻辑提出自上而下的营销策略和自下而上的营销策略。自上而下的营销策略从定义市场入手，以利润最大化为原则，选择有效的营销手段。自下而上的营销策略，则是从顾客出发，根据自身掌握的资源和手段定义可能存在的市场，以可承受的损失为原则，通过战略合作稳固市场并开发新市场。通过研究已有文献，我们认为创业者的思维模式将会影响企业营销策略。奉行因果推理的创业者强调“预测”逻辑，强调“计划”的营销，遵从自上而下的营销策略。奉行效果推理的创业者强调“控制”逻辑，强调“灵活”的营销，遵从自下而上的营销策略。因此，本文在检验营销策略与企业绩效的相关关系之后，进一步研究创业者思维模式对营销策略的解释作用。我们认为环境的不确定性越弱，奉行因果推理的创业者越可能采用自上而下的营销策略；环境的不确定性越强，奉行效果推理的创业者越可能采用自下而上的营销策略。因此，本文将环境动态性作为调节变量研究思维模式与营销策略二者之间关系。另外，本文检验资源充沛性在营销策略与企业绩效二者之间关系中的调节作用。本研究以创始2年以上，至少有2名员工，年销售额至少在200万以上的中小企业的创始人为研究对象。本样本总共收集113份，分别来自北京（71份）、山东（31份）、成都（11份）三个地区。我们发现自上而下的营销策略与企业盈利性存在显著的正相关关系。与研究假设一致，奉行因果推理的创业者倾向于使用自上而下的营销策略，相反奉行效果推理的创业者倾向于使用自下而上的营销策略。最后我们讨论了本研究对实践活动的指导意义和存在的局限性。

Kotler believes that the marketing strategy will greatly influence the performance of firms. We proposed a top to down marketing strategy and a down to top marketing strategy based on the product oriented logic and the service oriented logic raised by Vargo and Lush (2004).According to existing literatures, we argue that the mindset of entrepreneurs will greatly influence the marketing strategy of firms. The causation oriented entrepreneurs emphasize the “prediction” logic, the “planning” marketing and will follow the up-to-down marketing strategy. In contrast, the effectuation oriented entrepreneurs emphasize the “control” logic, the “flexible” marketing, and will follow the down-to-up marketing strategy. Because of this, we examine the correlation of marketing strategy and the performance of firms, and examine the influence of the mindset of entrepreneurs on the marketing strategy.We argue that the weaker the uncertainty of the environment, the more possible will the cause-oriented entrepreneur will choose the top-to-down strategy; and the stronger the uncertainty of the environment, the more possible will the effect-oriented entrepreneur will choose the down-to-top strategy. Therefore, we treat the environment dynamics as intermediaries to examine the relationship between the mind mode and marketing strategy. Besides, we treat resources as intermediaries to examine the relationship between marketing strategy and performance.This research examines the entrepreneurs whose company founded at least two years, employs at least 2 stuff, and with at least 2 million RMB sales per year. We have 113 samples that come from Beijing (71 samples), Shandong (31 samples) and Chengdu (11 samples). In accordance with the research hypothesis, through examining 113 entrepreneurs, we find a positive correlation of up-to-down marketing strategy and the firm profitability. The causation oriented entrepreneurs tend to follow the up-to-down marketing strategy. In contrast, the effectuation oriented entrepreneurs tend to follow the down-to-up marketing strategy. At last, implications and limitations are discussed.