中文摘要：

小微企业不仅是推动中国经济发展的重要力量，也对中国民生具有重要意义。然而，目前中国大部分小微企业生存状况并不乐观，这一现实矛盾引发了大量学者的研究兴趣。但已有关于新创小微企业营销绩效的研究被割裂从属为创业研究和营销研究两个领域，一方面，创业研究者过多地强调新创小微企业的新创弱性，忽视了企业因为新创可能具有的优势特征对企业绩效的积极影响；另一方面，新创小微企业因其特殊的组织结构和管理方式导致以成熟大中型企业为研究对象的传统营销理论部分失灵。因此，缺乏专门针对新创小微企业营销绩效的系统研究。从顾客合法性感知视角出发，整合创业领域的新创企业特征理论和营销领域的市场导向理论，以工具-象征框架为理论框架，构建新创小微企业营销绩效影响因素的系统模型。利用中国4个城市的629家新创小微企业的问卷调查数据，采用结构方程模型方法开展实证检验。研究结果表明，充分利用新创企业资产和实施市场导向是新创小微企业提升营销绩效的两种有效途径。新创企业资产对新创小微企业意义尤其重大，它不仅对新创小微企业营销绩效具有显著的直接影响，还通过提升顾客关于企业的适应合法性感知给新创小微企业营销绩效带来积极影响；竞争导向对新创小微企业的营销绩效具有直接积极影响，也以顾客的适应合法性感知为部分中介对营销绩效产生间接影响；顾客导向对顾客的创新合法性认知有积极作用，但顾客导向和顾客的创新合法性认知对新创小微企业的营销绩效没有显著影响。关注顾客合法性感知对新创小微企业的重要意义，从顾客感知视角提供了新创小微企业战略选择的方向，研究结果对于新创小微企业改善和提升营销绩效实践提供了新的视角和方向。

英文摘要：

Micro and small enterprises contribute greatly to Chinese economic development as well as the livelihood of the people in recent years. But they often have high failure rates. This paradox has stimulated study interest in concerned areas. Related studies have been isolated into two realms： Entrepreneurship and marketing. Researchers in entrepreneurship field have been overemphasizing the liability of new ventures while it neglects that new ventures can also benefit from distinct advantages. However, the differential organizational structure and unique management methods make the traditional marketing theory do not work to some degree. Thus none depicted the whole picture on how to improve the marketing performance of micro and small start-ups. We offer an integrated approach to understanding the marketing performance of micro and small start-ups from the consumers＂ perspective based on the instrumental- symbolic framework in order to validate the theoretical model proposed. This paper takes micro and small start-ups as the research object and applies structural equation models to conduct an empirical analysis based on the questionnaire survey data of 629 micro and small start-ups from four cities in China. The results show that assets of newness have a direct effect on marketing performance, and the consumers＂ adaptive legitimacy perception plays an important mediating role between assets of newness and marketing performance of miere and small start-ups. Competition orientation also could increase marketing performance directly, and consumers＂ adaptive legitimacy perception plays a part mediating role between competition orientation and marketing performance. Consumer orientation could improve consumers＂ innovative legitimacy perception, but has no relevance to marketing performance of micro and small start-ups. This paper constitutes an attempt to frame theoretically and empirically the marketing performance of micro and small start-ups from the perspective of consumers＂ legitimacy perception, integ