Research on Regional Cluster Marketing of SME
SMEs (Small and Medium-sized Enterprise) play an essential role in the economy of all countries around the world. Compared with the large organizations, SMEs face marketing problems and need making decision for marketing. To overcome the disadvantages of SMEs in marketing, they should form enterprise cluster to participate market competition and regional marketing. Compared with a single small and medium-sized enterprise, the advantage of cluster marketing is obvious because regional cluster can make use of its integration effects of marketing resources based on satisfying the need of targeted market. The subjects of cluster marketing include the government of region, the industry associations established by enterprises of cluster, as well as many affiliated enterprises within cluster, and different subject plays a different role during the process of cluster marketing. From angle of marketing, the core of cluster marketing is co-opetition.
cluster marketing SME enterprise cluster regional marketing
XIONG Kai
Business School Jianghan University, P.R.China, 430056
国际会议
2009 International SME Development Forum(2009 中小企业发展国际论坛)
北京
英文
495-500
2009-10-01（万方平台首次上网日期，不代表论文的发表时间）