CAJ | 학술논문

地理集聚赋予集群企业各种可能的优势（如降低生产和交易成本等），但这种优势只有经企业间的合作营销才能够得以实现。为了对集群企业合作营销展开系统性研究，本文运用实证分析的方法，对福建泉州、广东东莞和浙江温州三地的传统集群中的企业进行调查，从微观的层面研究了企业合作营销的影响因素。研究结果表明企业家沟通能力、营销人员能力、资源互补或匹配和集群外部环境等，是影响集群企业合作营销的主要因素。
지리집취부여집군기업각충가능적우세（여강저생산화교역성본등），단저충우세지유경기업간적합작영소재능구득이실현。위료대집군기업합작영소전개계통성연구，본문운용실증분석적방법，대복건천주、엄동동완화절강온주삼지적전통집군중적기업진행조사，종미관적층면연구료기업합작영소적영향인소。연구결과표명기업가구통능력、영소인원능력、자원호보혹필배화집군외부배경등，시영향집군기업합작영소적주요인소。
Geographic concentration gives every possible advantage of cluster firms ( such as lower production and trans-action cost , etc.) , but this advantage can be realized only when cluster firms cooperate with each other .This paper con-ducts a survey accompanied by site investigations and firm visits in three Chinese traditional clusters located in Quanzhou , Dongguan and Wenzhou , and studies influence factors of cooperative marketing between cluster firms from the micro aspects.The result indicates that entrepreneur′s communication skills, marketing personnel′s abilities, resource supplementary or match and external environment are the main factors influencing cooperative marketing between cluster firms.