集群背景下企业合作营销国外研究评介

A Review of Overseas Research on Inter-firm Co-marketing within Clusters

在集群中越来越多的企业通过合作营销实现规模和范围经济,以增强企业竞争力并开拓新市场。由于目前对合作营销的研究尚处于初级阶段,文章从集群企业合作营销的产生和概念、影响因素、模式和形式、相关理论模型等方面对国外研究进行系统的梳理和述评,并提出未来的研究方向,期望有助于进一步的深入研究。

More and retire cluster finns are establishing close relationship through co-marketing with other companies within clusters in order to realize scale and scope economies, to be competitive in the market and to explore new markets. Because current research on co-marketing is in initial stage, this paper gives out a review and discussion on the overseas research of cu-marketing in cluster context iu the aspects of co-marketing development and its concept, influencing factors, modes and patterns, theoretical models, and then proposes further research directions for promoting deeper research in near future.