摘要
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。
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.
出处
《商业经济与管理》
CSSCI
北大核心
2010年第1期26-33,共8页
Journal of Business Economics
关键词
产业集群
浙商
合作营销
影响因素
合作模式
industrial cluster
zheshang
cooperative marketing
influencing factors
cooperation models
