产业集群“离合”营销模式研究——以长垣起重机集群营销创新模式为例  

The Research on the Industry Cluster "Clutch" Marketing Model——Taking the Marketing Innovation Model of Changyuan Crane Industrial Clusters as the Example

作　　者：周阳敏[1] 

机构地区：[1]郑州大学商学院,河南郑州450001

出　　处：《中国流通经济》2012年第5期87-93,共7页China Business and Market

摘　　要：长垣起重机集群的快速崛起为我们提供了一种独特的营销模式——产业集群"离合"营销模式。在长垣起重机产业集群成长过程中,独立、分散、灵活的集群式产业营销团队起着十分关键的作用。这种分布广泛、规模庞大且相对独立自由的集群式产业营销团队并不属于任何企业,而是属于整个产业集群,他们根据客户需求和厂商产品属性进行最优匹配,将市场与厂商连接起来。这种离合式的产业集群营销运行模式,将生产与营销分离开来,使内部营销行为转化为外部公关行为,使生产企业专注于生产,营销人员专注于营销,同时营销人员将所收集的市场信息反馈给生产企业,为企业根据顾客导向调整生产结构提供参考,可为产业集群转型升级与高速发展提供低成本、低风险、高效率、高速度的产业扩张路径,具有重要现实价值;这种离合式的产业集群营销模式,使营销理论从企业内部扩展到产业集群,形成产业集群营销理论,是未来营销理论重要的研究方向,具有重要理论意义。当然,这种模式也具有局限性,仅适用于对品牌要求不高、购买决策模式为公共关系型的大型机械产业集群。The rapid rise of Changyuan crane industrial clusters provides us with a distinct marketing model -- the industry cluster ＂clutch＂ marketing model. In the growing process of Changyuan crane industrial cluster, the independent, decentralized and flexible industry cluster marketing team plays the important role. This widely distributed, large, relatively independent and free industry cluster marketing team does not belong to any enterprise, but belongs to the entire industry cluster; and they can optimize the matching between customers＂ demand and the nature of product and link the market with the manufacturer. At the same time, this marketing model can separate marketing from production, transform the internal marketing behaviors to external public relation activities, and make the manufacturing enterprises to focus on the production and the marketing professionals to focus on the marketing; the marketing professionals transfer the market feedbacks to the manufacturers. This can provide the transformation, upgrading and high-speed development of industrial clusters with an industrial expansion path with low-cost, low risk, high efficiency and high-speed. It is of great practical value. Extending from the internal marketing model to the whole cluster of ＂clutch＂ marketing model will be an important research direction of future marketing theory. It is a significant and unique theory innovation. Certainly, there is also some limitation with this model; and it can only be suitable to large machinery industry clusters with low requirement of brand and the purchasing decision model of public relation-oriented.

关 键 词：营销创新 集群式营销团队 营销模式 离合式营销 

分 类 号：F713.50[经济管理—市场营销]