Abstract Based on 246 listed family firms’ panel data of 2004~2013, the paper does empirical study on the relationship of marketing strategy style, enterprise scale and corporate performance. The results show that: (1) Enterprise scale has significant impact on family firms’ strategy style.(2)Aggressive marketing strategy could stimulate the growth of the operating income, but it will hurt company’s long-term growth potential, also has negative impact on the sustainable improvement of company performance.
2015, Vol. 32 
