摘要
自从美国管理学者罗杰.内格尔和DEC公司总裁简.霍普兰德提出的"战略营销联盟"以来,这个概念已经得到了越来越多企业界人士的认同,成为现代企业加强竞争力的又一重要方式。从现实生活中的个案研究中发现,战略营销联盟其实不仅仅局限在企业之间进行联合开发新产品、联合推销新产品和联合进行售后服务,还可以进行顾客之间的联盟,以达到共同对付强大竞争对手的目的。
Since Roger Nagel , who is an American scholar and the president of DEC company Jane · Hope Rand proposed ＂strategic marketing alliance＂ , this concept has been recognized by more and more businessman. ＂ Strategic marketing alliance＂ has become another important way to enhance competitiveness. From some cases ,we found that strategic marketing alliance between enterprises not confined to the joint development of new products, joint marketing of new products and joint service providing , but to be an alliance between the customers and the firms. The purpose of the alliance is to compete with strong rivals.
出处
《鸡西大学学报（综合版）》
2011年第12期62-64,共3页
JOurnal of Jixi University:comprehensive Edition
关键词
战略营销联盟
顾客联盟
即时通讯
strategic marketing alliance
customer alliance
instant messaging
