不同行业背景下集群企业合作营销影响因素研究——基于服装集群与电子集群的对比

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1、AbstractFacingthecompetitiveandeconomicglobalization，corporateindividualswhorelysolelyontheirowncapabilitiesandresourceshavebeenunabletocopewiththefastchangingmarketenvironment，whilefewerpotentialoftheirowntraditionalvaluechaincanbeexplored，corporatemarketingtheoryan

2、dmarketingmethodsmustchangewiththevagariesofthebusinessenvironment．Underthebackgroundofeconomicglobalizationandtheknowledgeeconomy,anewmarketingmethod，CO。marketingallowsenterprisestoovercomethecompetitivedisadvantages，suchasweakstrength，small—scale，singleproduct，impr

3、ovesmarketingefficiencyforenterprises，reducesmarketingcosts，themarketshareofresources，avoidslowlevelsofviciouscompetition．Asabroadandspecialformofindustrialorganization．industryclusterscreateauniquemarketingenvironmentforclustercompanies，itsoutstandingfeatureistheclu

4、sterofhighlycollaborativedivisionoflaborsystemwhichcreatesafavorableenvironmentforclustercompaniesinmarketingandotheraspectsofcooperation．Theconceptofcooperativemarketingbreaksthetraditionaladversarialcompetitionconcept．Enterprisesgainadvantageofexternalresourcesando

5、ptimizethevaluechainsystem，thuseffectivelymaintaincompetitiveadvantagetobettercompetebycooperating谢thenterprisemarketingresources，suchas4Presources(product，price，place，promotion)，informationresources，downstreamsupplychain，customers，government，ere．．Currently,thecooper

6、ativemarketingresearchhasslightlyrich，butmorefocusedondefiningtheconceptofcooperativemarketing，cooperativemarketingmodel，etc～FactorsforCO—marketingstudiesarenotmatureandperfect，havenotyetformedacompletetheoreticalsystem．Inaddition，basedonvariousindustrybackground，clu

7、sterenvironment，enterpriseresourcerequirementsandotheraspectsoftheclustershowdifferent．Studiesaboutthefactorsofclustercooperativeenterprisewhethertherearedifferencesarelessrelevantliterature．Therefore，thisarticlestudiesandcomparestheclothingbusinessclusterandtheIIele

8、ctronicsclusterwiththeempiricalresearchmethod，inordertodrawrelevantargumentstoenrichtheoreticalstudiesonco-marketing．Firstly,thisar