中文摘要：

新创企业面临着新创弱性和小企业弱性,缺乏足够的资源和能力采取实质性营销活动,因此一般以大企业为对象的营销理论很难适用。布迪厄从社会学角度提出的象征资本为研究新创企业营销绩效打开了全新视角。本文在分析象征资本和合法性感知概念的基础上,从理论和实证研究两方面总结认为象征资本能够向利益相关者特别是消费者以标签或符号的形式传达有关企业的积极信息,以获取合法性感知,从而对新创企业绩效产生积极影响,并指出了未来的研究方向。

英文摘要：

Start - up firma are often short of resource and capability to conduct substantial marketing activities because they are facing the liability of newness and smallness, thus the traditional theory based on the common enterprises are not adapted to them. The construction of symbolic capital proposed by Bourdieu from the field of sociology provides a new perspective for studying the perfonnance of start - ups. Based on the analysis of symbolic capital and legitimacy, this paper concluded that symbolic capital could communicate the positive information about the start - ups through signals or symbols from the theory analysis as well as empirical studies, therefore, the legitimacy of the new corporations are build that ultimately contributing to the performance. At last, some implication for the related future research are summarized.