基于供应链管理的协同营销模型的构建

Construction of Collaborative Marketing Model Based on Supply Chain Management

基于事例的研究方法 ,以市场营销理论为出发点,构建了以供应链中核心价值企业为中心的协同营销模型。从整体上很好地处理了供应链中各企业独立营销需求和整体统一营销这一主要矛盾,同时在联合库存管理的基础上进一步提出了降低库存成本的供应链中同层企业网式服务的竞合模型。

Based on the method of studying case, starting with the theory of marketing, the collaborative marketing model centered on the core-value enterprises in the supply chain was const- ructed, and the main contradictions between marketing individually and marketing jointly were dealt with. On the basis of joint-managed inventory （JMI）, the competition-cooperation model with network service of the same layer enterprises featured by decreasing cost of inventory was given.