摘要
通过对浙江温州和山东青岛的四个传统产业集群的调研,运用社会网络理论,从网络位置中心度、网络规模、网络关系强度和网络关系持久度四个方面探讨集群企业的社会网络与企业合作营销的关系。研究表明,在集群背景下,上述四个方面均对企业合作营销产生影响,但其影响程度有所不同。其中网络关系强度和网络关系持久度对集群企业在区域品牌、生产和产品、促销及渠道等方面的合作均有显著正向影响;网络位置中心度主要对区域品牌、生产和产品方面的合作有显著正向影响;而网络规模主要对渠道和促销方面的合作有显著正向影响。
Based on survey from four traditional industry clusters, This paper adopted social network theory, studies the relationship between social network and co-marketing among cluster firms according to four aspects of social network, such as the distance to network center, network scale, network intensity and relationship durability. The research shows that all the four aspects of social network affect inter-firm co-marketing in clusters with different degrees. The network intensity and network relationship durability have significant positive effects on the inter-firm cooperation of regional brands, production and product portfolio, promotion as well as channel in cluster. The distance to network center mainly has significant positive effects on the inter-firm cooperation of regional brands, production and product portfolio. Network scale mainly has significant positive effects on inter-firm channels and promotion cooperation.
出处
《科学决策》
CSSCI
2014年第6期1-13,共13页
Scientific Decision Making
基金
国家社会科学基金项目(项目编号:10BGL025)
关键词
产业集群
社会网络
合作营销
industrial clusters
social network
co-marketing
