基于反向营销理念的我国制造企业与供应商协作体系的构建

The Construction of Suppliers' Coordination System in Chinese Manufacturers Based on Reverse Marketing Theory

本文阐述了反向营销理论在我国制造企业构建供应商协作体系过程中的应用。从反向营销的理论和我国制造企业供应商关系现状出发,进一步分析了实施反向营销的必要性和基本条件,论述了基于这一理论的供应商协作体系框架,并对我国制造企业的相应变革要求提出了见解。

This article expounds the application of Reverse Marketing Theory in the construction of suppliers＇ coordination system in Chinese manufacturers. Starting from Reverse Marketing Theory and the present situation of suppliers＇ relationship in Chinese manufacturers, it further analyzes the necessity and the basic conditions to implement reverse marketing. It＇ discusses the framework of suppliers＇ coordination system based on the Reverse Marketing Theory and proposes the opinions about the requirements for the reform in Chinese manufacturers.