母子公司营销协同影响因素的实证研究

Empirical Study on the Influencing Factors of Parent-Subsidiary Corporation Marketing Synergy

母子公司营销协同可以使各成员在营销活动上协调一致,组成统一的整体,共享资源与能力,以实现集团整体价值的最大化。实证研究表明,母子公司营销协同的影响因素可分为协同氛围、市场统一、战略相关和管控强度等四个方面,母子公司营销协同可由有形营销协同和无形营销协同两个维度来衡量;母子公司内部协同氛围越浓厚,母子公司间、子公司间在市场和战略方面越相似,越有助于实现营销协同;协同氛围和市场统一分别是影响无形与有形营销协同实现的关键因素。

As a united economic organization,parent-subsidiary corporation can create the greatest value by collaborating in marketing campaigns and sharing their resources and strengths.Our empirical results show that there are four determinants of parent-subsidiary corporation marketing synergy,namely,collaborative atmosphere,market unity,strategic relevance as well as management control mode.Parent-subsidiary corporation marketing synergy could be measured by either tangible marketing synergy or intangible marketing synergy.The more intense the collaborative atmosphere is,the greater the similarity in markets and strategies between parent and subsidiary and the easier to realize marketing synergy.Collaborative atmosphere and market unity are the respective key factor for intangible and tangible marketing synergy.