商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2010年
1期
26~33
,共null页
产业集群 浙商 合作营销 影响因素 合作模式
產業集群 浙商 閤作營銷 影響因素 閤作模式
산업집군 절상 합작영소 영향인소 합작모식
industrial cluster; zheshang; cooperative marketing; influencing factors; cooperation models
当代浙商经营的企业绝大多数是建立在产业集群基础之上的中小型企业,受其规模和实力的限制,单靠一个企业的努力是很难提升其在全球竞争中的营销竞争力的,需要集群内浙商企业整合内外部营销资源,走合作营销的道路。文章通过相关理论的梳理和深入的实证分析,研究产业集群背景下影响浙商合作营销决策的内外因素,以期为浙商集群企业合作营销战略的实施、合作营销模式的选择提供理念、思路与方法。
噹代浙商經營的企業絕大多數是建立在產業集群基礎之上的中小型企業,受其規模和實力的限製,單靠一箇企業的努力是很難提升其在全毬競爭中的營銷競爭力的,需要集群內浙商企業整閤內外部營銷資源,走閤作營銷的道路。文章通過相關理論的梳理和深入的實證分析,研究產業集群揹景下影響浙商閤作營銷決策的內外因素,以期為浙商集群企業閤作營銷戰略的實施、閤作營銷模式的選擇提供理唸、思路與方法。
당대절상경영적기업절대다수시건립재산업집군기출지상적중소형기업,수기규모화실력적한제,단고일개기업적노력시흔난제승기재전구경쟁중적영소경쟁력적,수요집군내절상기업정합내외부영소자원,주합작영소적도로。문장통과상관이론적소리화심입적실증분석,연구산업집군배경하영향절상합작영소결책적내외인소,이기위절상집군기업합작영소전략적실시、합작영소모식적선택제공이념、사로여방법。
Most firms operated by Zheshang today are small-sized firms based on industrial clusters. Due to the limited size and strength, a single firm is unable to promote its competitiveness in the global competition. Therefore, it is necessary for the firms within clusters operated by Zheshang to integrate both internal and external resources to make cooperative marketing. Based on the research on theories and empirical studies, this paper analyzes the inside and outside factors influencing cooperative marketing decisions for Zheshang under the setting of industrial clusters, and hopes to obtain a few conclusions about how to develop cooperative marketing.