摘要
在经济全球化的今天,企业完全依靠自身的力量来面对整个市场经营几乎是很难。因此,企业间只有联合经营才是上策,是提高国际市场竞争力和扩大国际市场份额的有效办法。本文从营销联盟的客观环境,营销联盟形式及实现营销联盟,达到双赢目的的基础三个方面阐述了企业之间应建立双赢的营销联盟的观点。
It s difficrlt for an enterprise to face the whole market depending its own offorts nowadays. So combined managing between enterprises is a good way, also, it's an effective measure to improve the competitive power in international market share. The essay sets force the view that win-win situation managing-marketing alliance should reset up between enterprises from three aspects: the okjective envirorment, the form and the basis of realizing it with the aim of win-win situation.
