基于产业集群的企业合作营销模式探讨——以浙江永康五金产业集群为例  

The Study of Cooperative Marketing Under the Environment of Industrial Cluster——A Case Study of the Yongkang Hardware Industrial Cluster

作　　者：赵浩兴[1] 刘俊涛[1] 

机构地区：[1]浙江师范大学工商管理学院,浙江金华321004

出　　处：《苏州市职业大学学报》2008年第4期41-45,共5页Journal of Suzhou Vocational University

摘　　要：在具有价值链网络协同、合作共享的技术创新机制、诚信合作的社会文化等产业环境优势的集群内部,开展合作营销可以使集群内企业克服规模小、实力弱、产品单一等弱点,有效提高企业营销效率、减少营销成本、共享市场资源、回避低层次恶性竞争。以永康五金产业集群为例,通过实地调查和系统分析,研究产业集群中五金企业合作营销的现状及问题,并结合基于全球价值链的永康五金产业集群的战略升级,提出适合五金产业未来发展的方向和企业合作的营销模式。The analysis of industry and the market environment is the major premise to implement enterprise marketing strategies and tactics. As a specifically organizational style of region economy, an industrial cluster has its own distinctive environment, in which the most obvious characteristic of an industrial cluster is its network cooperative system. It provides good environment for cooperative marketing because of its advantage in industrial organization, flexible specialization, regional power of innovation, regional policy and culture, clustered marketing medium etc. An enterprise in a special industrial cluster that implements cooperative marketing can avoid the insufficient resources of marketing and the intense competition in the globalization market. In the background of an industrial cluster environment, cooperative marketing is a specific research field that has particular theoretic and practical significance.

关 键 词：永康五金 产业集群 合作营销 营销模式 

分 类 号：F406.9[经济管理—产业经济]