基于产业集群的浙商合作营销影响因素研究  

A Study on the Influencing Factors of Cooperative Marketing for Zheshang:Based on Industrial Clusters

作　　者：赵浩兴[1] 张新国[2] 

机构地区：[1]浙江师范大学工商管理学院,浙江金华321004 [2]中南财经政法大学工商管理学院,湖北武汉430073

出　　处：《商业经济与管理》2010年第1期26-33,共8页Journal of Business Economics

摘　　要：当代浙商经营的企业绝大多数是建立在产业集群基础之上的中小型企业,受其规模和实力的限制,单靠一个企业的努力是很难提升其在全球竞争中的营销竞争力的,需要集群内浙商企业整合内外部营销资源,走合作营销的道路。文章通过相关理论的梳理和深入的实证分析,研究产业集群背景下影响浙商合作营销决策的内外因素,以期为浙商集群企业合作营销战略的实施、合作营销模式的选择提供理念、思路与方法。Most firms operated by Zheshang today are small-sized firms based on industrial clusters. Due to the limited size and strength, a single firm is unable to promote its competitiveness in the global competition. Therefore, it is necessary for the firms within clusters operated by Zheshang to integrate both internal and external resources to make cooperative marketing. Based on the research on theories and empirical studies, this paper analyzes the inside and outside factors influencing cooperative marketing decisions for Zheshang under the setting of industrial clusters, and hopes to obtain a few conclusions about how to develop cooperative marketing.

关 键 词：产业集群 浙商 合作营销 影响因素 合作模式 

分 类 号：F717[经济管理—产业经济]