在纷繁复杂的环境变化中 ,商业零售企业如何在竞争中生存、发展 ,利润与市场份额孰轻孰重 ?是“先市场后利润” ,还是“先利润后市场” ?关于这一根本认识 ,迄今为止 ,无论在理论界还是在实践中 ,即便是在营销理论和企业发展领先的发达国家也尚无定论。本文试从比较中见区分 ,并联系市场竞争实际 ,科学地看待不同观点对企业竞争战略的影响。 In the complex environment changes, how does a commercial retailer survive, develop, profit and market share in the competition? Is “the profit after the first market” or the “first profit after the market?” On this basic understanding, So far, no matter in theorists or in practice, even in developed countries where marketing theory and enterprise development are leading, there is no conclusion. This article seeks to distinguish from the comparison, and contact the actual market competition, scientific view of different perspectives on the impact of corporate competitive strategy.