对企业集群整合营销的几点思考  

Reflections on Enterprises' Group Integration Marketing

作　　者：张洪吉[1] 崔援民[2] 

机构地区：[1]天津大学,天津300072 [2]河北经贸大学

出　　处：《河北经贸大学学报》2003年第5期51-56,共6页Journal of Hebei University of Economics and Business

摘　　要：由企业集群构成的区位空间不仅仅是一个区域概念,也是一个巨大的“产品”。像产品和人一样,地理位置或某一空间区域也可以视为产品。在新技术和全球经济一体化的推动下,人类在空间的不断流动、交通和信息的发达以及经济的全球化,促使区位市场营销趋势的增长。我国企业集群劳动密集型的特点,决定了在高新技术方面取得重大突破的难度。从整合营销的角度来提升企业集群的能力,却是发展企业集群的一条具有现实而长远意义的捷径。The zone space composed of enterprise groups is not only an area concept, but also a big 'product'. Like products and people, the geographic location or space area can also be regarded as products. Promoted by new technologies and the global economic integration, the frequent movement of population in the space, the development of transportation and information communication, and economic globalization, the tendency of zone marketing is growing. The labor- intensiveness in China's enterprise group makes it difficult for the breakthrough in high and new technologies. However, promoting the capability of enterprise group in the way of integrated marketing is a realistic shortcut to develop enterprise group.

关 键 词：企业集群 集群空间 整合营销 政府营销 

分 类 号：F271[经济管理—企业管理]