A Study of the Factors Influencing the Cooperative Marketing Based on Industrial Cluster

摘要：

Most enterprises in China are the small and medium firms running on the basis of industrial cluster.Because of the limitation of their sizes and capabillty,it is really difficult to raise their global competitive ability solely through one firms effort.It is necessary for enterprises cluster to integrate internal and external marketing resources,in order to be successful in cooperative marketing.The writer aims to provide the concepts,consciousness and methods to enterprises cluster by implementing cooperative marketing strategy and choosing the mode of cooperative marketing through massive literature review and deep empirical analysis.

关键词： industrial cluster cooperative marketing influencing factors resources integration

作者: ZHAO Haoxing ZHANG Xinguo ZHANG Qiaowen

作者单位: Business School of Zhejiang Normal University,P.R.China,321004 Business School of Zhongnan University of Economics and Law,P.R.China,430000

会议类型: 国际会议

会议名称: 2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)

会议地点: 浙江绍兴

会议语种:英文

页码: 116-127

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）