摘要
在营销全球化的基础上,提出了合作营销模式,认为能力的互补是增强企业市场竞争力的根基,而增强企业竞争力则是合作营销的直接动机。并以协同理论等为基础,分析了合作营销的内在动因在于竞争优势的提升,最后指出合作营销的意义所在。
Based on marketing globalization, the paper puts forward the cooperative marketing mode,and regards the complementarity of the competency as a foundation of enterprises' competence which is the direct motive of the cooperative marketing.The paper also analyses internal motive of cooperative marketing in competitive advantage's enhancement.This is the significiance of cooperative marking.
出处
《湖南工程学院学报（社会科学版）》
2005年第1期12-14,共3页
Journal of Hunan Institute of Engineering(Social Science Edition)
关键词
合作营销
全球化
竞争优势
cooperative marketing
globalization
competitive adventage
